Branding Forum KL

PROGRAMME HIGHLIGHTS

Day One Conference Programme
8.45am	DELEGATE REGISTRATION _
9.00am	WELCOME ADDRESS: The Brand Matrix Mr Jeff Zweig, Chief Guru: Web Guru Asia (KL, Hong Kong, Shanghai, Tokyo & Bangkok) _
BRANDS AND THE LAW _
9.10am	Brands and IPs • Understanding the Intricate Issues Relating To IPs (Intellectual Property) Towards: - Advertising - Patents, Designs - Copyright - Product Labelling - Design - Trade Marks - Domain Names • Legal Implications When Globalising Brands Mr Jasdev Gill, Legal Counsel: Messrs Ram Rais & Partners (KL, Malaysia)
10.00am	MORNING REFRESHMENT BREAK _
RETHINKING BRAND COMMUNICATIONS _
10.20am	Online Advertising: Can It Really Be Used As A Branding Tool? • Harnessing the Power Of Online Marketing • Innovating To Streamline Online Branding Activities • Tracking Response to Online Campaigns Mr Jeff Zweig, Chief Guru: Web Guru Asia (KL, Hong Kong, Shanghai, Tokyo & Bangkok) _
BRAND EQUITY _
11.05am	Strategic Brand Management • Why Do Brands Matter • Brand Equity • Integrated Marketing Communication To Building Brand Equity • Managing Brands Over Time Ms Rosie Hong, Managing Director: Rapp Collins (M) Sdn Bhd (KL, Malaysia) _
BRAND PERFORMANCE _
12.00pm	Measuring and Improving Brand Value • ROI Metrics: Measuring The Effectiveness Of Branding Campaigns • Evaluating Brand Value: Linking Brand Portfolios To Financial Returns • Agency ROI (Client-Agency Performance Review): How To Get More, Better And Faster From Your Agencies? Mr Greg Paull, Partner: R3 Asia Pacific (KL, Singapore & Hong Kong) _
12.50pm	LUNCH BREAK _
READY FOR GLOBALISATION _
1.50pm	Achieving Infrastructure Scalability And Agility In Building A Global Brand: Lessons Learnt From Technology Planning • Pattern Based Infrastructure Planning • Identify Key Operating Patterns • Determining Generic Set Of Infrastucture Components • Adapt The Generic Set To The Needs Of The Brand • Continuingly Define Process • Case Study: Banyan Tree Mr Sushil Chatterji, Director: Edutech Enterprises Pte Ltd (Singapore) Alliance Partner: ACIVAR Global Network _
BELOVED BRANDS = LOVEMARKS _
2.40pm	Lovemark Thinking: How Can Brands Escape The Commodity Trap • Challenges Facing Brand Management • Establishing Strong Emotional Commercial Connection With Your Clients • Case-Files of Brands Which Have Enjoyed Brand Successes Mr Paul Roebuck , Strategic Planning Director: Saatchi & Saatchi Malaysia (KL, Malaysia) _
FUTUROLOGY _
3.30pm	Strategies For A Challenging Environment • Challenges Facing Brand Building Today • Exploring Future Initiatives For Brand Development • Preparing Your Brand For The Next Wave Of Economic Development Mr Lawrence Chong, CEO: ACIVAR Brand Consultants (Singapore) _
4.20pm	Q&A: Emerging Trends and Approaches A forum bringing together speakers and participants to discuss branding issues, emerging trends, identify common challenges and exchange ideas. We hope to respond to "unresolved issues" that may not have fit in the conference agenda. Panel Moderator: Mr Lawrence Chong, CEO: ACIVAR Brand Consultants (Singapore) _
4.40pm	Networking Session (with Refreshments) An after-hours informal session to allow speakers and participants to network and create new friendships. We also wish to create the platform for participants to mingle and be ready for Day 2's interactive workshop.
5.15pm	CLOSE OF DAY ONE'S PROGRAMME _

Day Two Workshop Programme (Facilitated Exercises)
WORKSHOP A: TOWARDS BRANDING EXCELLENCE Workshop Leader is Ms Shauna Li Roolvink, Managing Director: BrandHub (Singapore), a brand consultancy dedicated to creating and building Leader Brands in Asia. She has over 10 years of experience in brand strategy, business strategy, market research, customer experience and marketing strategy and planning in the Asia Pacific region. _
9.00am	KEYNOTE BY WORKSHOP LEADER: Emergence of Asian Brands • Challenges Facing Asian Brands • Framework And Approach To Building Winning Brands • Case Studies of Successful Asian Brands _
9.45am	MORNING REFRESHMENT BREAK _
10.00am	WORKSHOP A: Towards Branding Excellence: Brand ROI Metrics Shauna will employ the use of facilitated exercises and interactive discussions on a step-by-step view to achieving branding excellence: • The Acid Test: Is Your Brand Getting Enough Attention • Analysing Your Current Brand Architecture • Studying The Consumer Trends • Linking A&P Spending To Financial ROIs • Tools And Techniques To Appraise Marketing Campaigns And Reap Measurable Values • Measuring Your Growth Opportunities
12.00pm	Workshop Completion and Q&A Upon completion of the guided workshop, Shauna will assess the process with participants and help address critical issues and offer suggestions. The summary is to ensure that participants have benefited from their exercises and are ready to conquer their own branding challenges. _
12.30pm	LUNCH BREAK _
WORKSHOP B: BRAND STRATEGY AND TRANSFORMATION Workshop Leader is Mr Lawrence Chong, CEO: ACIVAR Brand Consultants (Singapore), a brand specialist with a global alliance that is present across 22 countries. ACIVAR specializes in helping Asian firms in implementing business strategies and brand positioning. _
1.30pm	Workshop B: Brand Strategy and Transformation Lawrence will employ the use of facilitated exercises and interactive discussions on a step-by-step view to achieving branding excellence. Participants will be guided to: • Identify Through A Working Model: Challenge And Opportunity Areas • Learn How To Map Your Client’s Purchase Behaviour • Discover How A New Brand Emerge/Renewed And How Naming Takes Place _
3.15pm	AFTERNOON REFRESHMENT BREAK _
3.30pm	Continuation of Workshop B • Engineer And Implement A Branding Exercise • Learn How Distribution Channels Can Be Effective In Branding • Develop An Effective Communication Plan _
5.45pm	Workshop Completion and Q&A Upon completion of the guided workshop, Lawrence will assess the process with participants and help address critical issues and offer suggestions and ready participants to conquer their own branding challenges. _
5.00pm	CLOSE OF BRANDING FORUM KL 2003 _