THE RAZAK ROUNDTABLE Creating Brand Power for Countries and Companies, 9 January 2013, Kuala Lumpur

• Corporate Author: Razak Roundtable Kuala Lumpur
• Format: Conference Proceeding Manuscript Book
• Language: English
• Published: Putrajaya Razak School of Goverment 2013
• Series: RAZAK SCHOOL OF GOVERNMENT
• Subjects: Branding (Marketing); Strategic planning
• Online Access: Click Here to View Status and Holdings.

 The last five years demonstrated how nations and businesses must face heightened uncertainty amidst a rapidly evolving socio-economic landscape. A changing global marketplace, new technologies and shifting customer preferences demand new insights into how countries and companies brand themselves. The environment for strengthening the customer-to-brand relationships and realising sustainable growth has never been more demanding. What represents your country's or organisation's brand? What is its value? Is it sustainable? How do you or your organisation contribute to your nation's brand? How can leaders ensure their organisations are ready and able to react to unprecedented change? How can organisations leverage on market research and the latest customer intelligence to drive performance and growth? Despite a great deal being discussed on branding over the years, why does the international perception of some countries, their products, their people and their organisations prevail over others? These are but a few questions that The Razak Roundtable: Creating Brand Power for Countries and Companies seeks to answer. The inaugural Razak Roundtable will assemble top leaders and institutions from a variety of public and private sector organisations in and outside Malaysia. It provides an excellent opportunity to delve deep into the challenges and opportunities in ensuring innovative and transformational leadership in branding and brand management in the public and private sectors.