Become brand champions, CEOs told

Chief executive officers (CEOs) must become the brand champions of their organisations, said Eric Pringle Associates Public Relations Sdn Bhd (EPAPR) chairman Zainuddin M. Noh.

“As brand champion, the CEO leads corporate and product branding strategies, all strategic brand portfolio decisions and constantly monitors the implementation of the brand locally, regionally and globally,” he said in a statement.

EPAPR will be holding a one-day programme on Corporate Branding and the CEO for top management at the Kuala Lumpur Convention Centre on Nov 12.

The programme will focus on selected topics, including the CEO’s role in ensuring success in building a global brand leadership, in search of creativity, communicating the corporate brand and branding for the export market.

“A strong CEO has credibility and respect not only because of business talent and organisational power but also due to the depth of experience, knowledge and insight to drive branding efforts internally and externally,” Zainuddin said.

Zainuddin M. Noh

The speakers are leading media trainer Virgil Scudder, global brand and marketing strategy expert Christopher King, Gaylon White, managing director of a US-based consultancy specialising in advising corporations on creative design on corporate branding process, former Malaysia External Trade Development Corp CEO Datuk Merlyn Kasimir and EPAPR managing director Art Thamboo.