Updated on: 13 Oct 2017

Create a Premium Brand for your Company and Wow Your Customers - Expired

Course type: Workshops & Seminars
Category: Sales & Marketing
Registration closing date: 12/10/2017
Provider: STJobs
Fee Type: Non-Funded
Fees: SGD 300.00 before GST
SGD 321.00 after GST
Duration: 1 day
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Course Description

In the current competitive environment, it is no longer sufficient just to offer great products and services. 

It's absolutely critical to create a premium branding so that customers will choose your company over your competitors. 

Think of BMW, Tiffany and Rolex. No one haggles with them for lower prices. Either you can afford them or you can't. If you can afford them, it means you have "arrived."

Many Singapore companies have not reached this status. They remain focused on their products and services, and don't spend enough time on building a premium brand. 

Once you win them over, the next important thing is to wow them so that they continue choosing you and even become your ambassadors. It's no longer logical, it becomes emotional. And your brand becomes a cult, like Apple.

Easier said than done right?

This workshop will show you exactly how to do this, step by step, through relevant case studies and engaging experiential learning.

Who should Attend

Business owners, Marketing and Communications, Sales Team, Customer Service Team

Other information

Learning Outcomes: 

  • Why is branding a crucial element for business success? Case studies from major industries, including automobile, jewelry, F&B and fashion
  • What are the 3 key differences between premium brands and mediocre brands?
  • What can YOU do about each of these 3 key differences?
  • How to create a premium brand image with minimal cost? (hands-on practise, and group brainstorming)
  • 5 ways to differentiate your brand in crowded market, so that your customers go to YOU first - always
  • Crafting an emotionally powerful brand story, and 3 main methods of communicating your brand story
  • What are the worst traps to avoid? Case studies of brands that experienced steep decline due to these traps



2 Tea breaks and Lunch will be provided.


A Certificate of Participation will be issued at the end of the workshop. 

Contact Us


Eugene Seah

Eugene Seah

Trainer Description:

Eugene Seah is one of Singapore’s most engaging, entertaining and effective trainers specialising in critical and creative thinking, leadership, influence and personal branding.

He serves as the Vice President of the Association of Professional Trainers Singapore, which helps to raise professional training standards in Asia, and has been interviewed by various media including TV, radio and the newspapers for his expert views.

He also serves as the Head of Membership in the think tank SG100 Foundation, which spearheads Singapore nation-building efforts among the young generation. As part of his role, he partnered GIC Chairman Mr Lim Siong Guan in facilitating a workshop for youths to discuss a wishlist for Singapore’s future.

Eugene is effectively bilingual in English and Mandarin, and has trained senior managers from major corporations across various industries, including manufacturing, logistics, retail, hospitality, mining, aviation, technology and finance. 

Major international clients include Schneider Electric, HP, Oracle, BESI, Lonza Biologics, Sony, Western Digital, HCL Technologies, PwC, GIC, Citibank, Star Cruises, BHP Billiton, Mizuho, Maldives Airport, Singhealth, SPH, DBS, among many others.

Eugene’s training expertise comes directly from his wealth of leadership experience working closely with CEOs and CFOs from listed companies and multinationals, managing and motivating cross-cultural and multigenerational teams in managing change, driving business results, business development, project management and sales growth. 

Under his leadership, his units grew their market share in Asia, expanded their presence in China, and signed Memorandums of Understanding (MOUs) with business leaders in Southeast Asia including Indonesia and Malaysia.

As testament of his sharp decision-making and foresight, he was personally hand-picked by then Singapore Exchange (SGX) CEO Mr Hsieh Fu Hua to represent the Exchange in global investment roadshows and conferences. He was also instrumental in the successful launch of Singapore’s first Real Estate Investment Trust (REIT) and Exchange Traded Fund (ETF), and the relaunch of SGX’s high growth board, named Catalist.

During his 15-year career, Eugene has lived and worked in two of Asia’s major cities – Singapore and Hong Kong – and as the Vice President and Director of MNCs, he managed teams covering Southeast Asia, Japan, Korea, and India. During this time, he was often invited as a keynote panellist at conferences offering advice on leadership and sales best practices, and also received the prestigious Gold Award from The Business Times.  

Eugene graduated from the Nanyang Technological University with a 2nd Upper Honours degree in Communications, won the prestigious SGX scholarship, and received the Advanced Certificate in Training and Assessment (ACTA), awarded by the Workforce Development Authority, Singapore. He is also the author of the upcoming book “Superbrand Me” about strategies to create career and business success.


  • Vice President of the Association of Professional Trainers Singapore (APTS)
  • Head of Membership in the think tank SG100 Foundation
  • Interviewed by various media including TV, radio and the newspapers
  • Trained and coached senior management across various industries and countries
  • Director and Vice President at several multinationals, managing multinational teams across Asia Pacific 
  • Partnered CEOs and CFOs in hundreds of listed companies and many stock exchanges to develop Asia’s capital markets
  • Hand-picked by SGX CEO to represent the Exchange

Updated on: 13 Oct 2017
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