Building Impactful Brands

Sep 26 - 29, 2017
Application Deadline:
Sep 16, 2017
LUMS, Lahore

Brands remain valuable assets of a firm as leading brands across the world are evaluated in billions of dollars. In trend with developed economies, emerging market brands like Tata, Reliance, Airtel, China Mobile, Huawei, Lenovo among others, have crossed the billion dollar mark.

Using iconic examples from leading brands of the world, Building Impactful Brands focuses on issues that can help managers increase the equity of their brands. This intensive 4-day program aims to prepare participants to be able to identify opportunities for sustainable growth so that, over time, local brands are also serious contenders for ten figure evaluations.


Frameworks related to major operational and strategic branding issues will be discussed and out-of-box ideas will be debated. Specifically, debates will focus on issues such as:

  • How to select an advertising campaign for a brand?
  • Which media vehicles suit a brand’s message?
  • How to name a brand extension?
  • Is fighter brand a solution to cheaper brands in the market?
  • Can we develop social meanings for our brand?
  • What are Brand Fans & Communities? How to handle and leverage them?




At the end of the program participants will:

  • Develop a clearer understanding of Brand-Advertising-Media linkage
  • Better understand the role of brand/line extensions for sustainable growth
  • Appreciate the value of Cultural Branding
  • Learn about brand community dynamics


The program is designed for middle management executives who look after branding, communication and/or marketing functions of an organization. 


Program Director
Assistant Professor
PhD, CASS Business School, City University
Research Interests:
Status Consumption; Acculturation; Gender; Religion and Consumer Culture
Additional Faculty
PhD, University of Texas at Arlington
Research Interests:
Advertising & Promotion Management; Consumer Behaviour; Marketing Research

"The programme triggered a very robust future oriented thought process that enabled us to perceive
things in a more profound and holistic manner"

Raza Ashraf - Coca Cola Beverages Pakistan Limited


Program Fee PKR 100,000
Residential Fee PKR 45,000

* Program fee includes tuition cost, reading material, tea and lunch served during the program. 

If you wish to avail accommodation at LUMS, there will be additional fee. It includes accommodation, breakfasts and dinners for the duration of the program. However, any extra charges such as telephones, extra meals etc should be paid on departure. You may check-in on the evening preceding the start date of the program and check out the morning after the program ends. You are, however, requested to inform us of the time of your arrival and departure.

We offer single bed accommodation at the Rausing Executive Centre. Each bedroom with attached bathroom is equipped with mini-fridge, writing desk and direct dial STD/ISD telephone and cable TV. All bedrooms at REC are internet-ready. Please note we do not provide accommodation for drivers accompanying participants.

Applications will be screened with regard to their suitability for each program. Kindly ensure that your complete online application form reaches the office by the deadline. Incomplete application forms will not be entertained.

Payment is due upon receipt of the acceptance letter along with the invoice. Please ensure that the payment reaches the office BEFORE the start of the program. Space in the program may only be ensured after we receive the fee.

Our preferred mode of payment is by cheque/banker’s draft payable to Lahore University of Management Sciences.

Please send the cheque to:
Marketing Manager
Rausing Executive Development Centre
Lahore University of Management Sciences
Opposite Sector "U", DHA, Lahore - 54792
Tel: +92-42-35608119-8243

* LUMS is a non-profit organization under section 2(36) of the Income Tax Ordinance 2001. Accordingly, under section 100C (2) (d), the income of LUMS is not tax deductible/collectable.

If more than two executives from the same organisation participate (up to a group size of 5 participants) in a program, each additional participant after the first two gets a 20% discount on the program fee.

If you are unable to attend a registered course we will accept a substitute until two working days before the program. Substitute candidates will be subject to the same selection process as the original candidate. If you wish to cancel your name from a program, please notify in writing at least five working days before the program. Course fee will be refunded after deducting an application-processing fee of PKR 20,000/-. There will be no refund for cancellation received after the withdrawal date or in case of no-show.

It is possible to transfer to another program within 2 years. The deposited fee will be carried forward after deducting the application-processing fee of PKR 20,000. Please note that only one transfer is permitted. After 2 years the deposited fee will be forfeited. Transfers should be notified at least five working days before the program.

All notifications of cancellations, substitutes and transfers must be confirmed in writing.

Note: REDC may cancel or postpone a program due to insufficient enrolment or unforeseen circumstances. In this case, University will refund registration fee and is not responsible for any other related charges/expenses including cancellation/change charges by airlines and travel agencies. In case of postponement, the fee may be transferred to the rescheduled offering of that program or any other program as an alternate to refund. The University reserves the right to make changes in its program policies and fees at any time.