| DAY
ONE: CONFERENCE |
|
8.45am
|
DELEGATE
REGISTRATION (Welcome
Coffee & Tea)
_
|
BRAND
ANALYSIS
_
|
|
9.00am
|
KEYNOTE:
Pervasive
Characteristics Of Strong Brands (Include Case-Studies)
•
Revitalising
Brands to Exploit Markets In Asia and the Rest of The World
•
Case Studies of Successful
Re-Branding
•
Practices for Brand
Power
Mr Andy Milligan, Managing Director: Interbrand
Singapore
|
|
9.50am
|
MORNING
REFRESHMENT BREAK
_
|
|
10.05am
|
The
Future Of Branding In Asia
• About Branding
• Challenges Facing Asian Brands
• Future of Branding in Asia
• Case Studies
• Understanding
Your Current Brand Architecture
Ms Shauna Li Roolvink, Founder & Managing Director:
BrandHub (Workshop
Leader)
_
|
|
10.55am
|
A
New Approach to Brand Asset Management
•
What Is Brand Asset Management?
•
Developing And Supporting A Brand Asset Management Strategy
•
How Does Managing Brand As An Asset Change The Ways Brands
Are Managed?
•
Brands As Assets - Driving Profitable Growth Through Your
Brands
Ms Jacqueline Thng, Consulting Director: Lexicon
Brand Consultants
_
|
|
11.45am
|
Brand
Strategies And Implementation
•
Identifying Tools and Techniques to Convey Your New Message
•
Harnessing the Power of Multi-Channel Marketing
•
Harmonising Key Communications and Brand Activities
•
Managing an Effective Marketing Programme
Ms
Carol Mok, Senior Consultant: Carlyle
Brand Consultants
_
|
|
12.35pm
|
LUNCH
BREAK
_
|
BRAND
STRATEGIES & IMPLEMENTATION
_
|
|
1.45pm
|
Critical
Factors Towards The Re-Branding Framework
•
Detailing
the Time-Frame
•
Design
Engineering
•
Understanding
the Importance of Cultural Issues to the Brand Matrix
•
Developing
Cost-Effective Measures
•
Assuring
Quality Level and Consistency Across All Locations
Mr Francis Yap, Chief Editor: Asian Business and Perceptions Review
_
|
|
2.35pm
|
Engineering
Creative Blueprints (include Case-Studies)
•
Leveraging
On PR To Revitalise Your Brand
•
Implementing Creative Re-Branding Activities
•
Capitalising
On Innovative Media Opportunities
Mr
Ramesh Ramakrishnan Iyer, CEO: Revive Consulting Group
_
|
|
3.25pm
|
Maximising
the Use Of Intellectual Property (IP) To Enhance Your Brand Protection
In Singapore & Beyond Our Borders
• What is Intellectual Property (IP)
• Definition of Brand (‘Mark’)
• Selecting a Protectable Mark
• Best Practices of Use of a Mark
• Vital Points for Cross-Border Brand Users
• Who Owns the Brand
• Policing Use and Enforcement
• Important Pointers for Brand Owners
Mr Sugu Karuppiah, Partner: Ravindran
& Associates
_
|
|
4.15pm
|
Q&A:
Emerging Trends and Approaches
A forum bringing together a select panel of presenters 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: Ms Shauna Li Roolvink, Founder
& Managing Director: BrandHub
_
|
|
4.30pm
|
Networking
Session (include refreshments)
An
“after-hours” informal session that allows for speakers and
participants to network and create new friendships.
_
|
|
5.00pm
|
CLOSE
OF DAY ONE'S PROGRAMME
_
|
|
DAY
TWO: CONFERENCE & WORKSHOP
|
BENCHMARKING
INITIATIVES
_
|
|
8.45am
|
WELCOME
COFFEE & TEA
_
|
|
9.00am
|
KEYNOTE:
Branding New Asia: Challenges Facing Asian Brands
•
Maximising
Brand Equity In Tough Times
•
Motivate
Your Brand Power In the Current Economic Climate
•
Ignite
Brand Growth for Future Challenges
Mr Nigel Smith, Managing Director: DIA
Brand Consultants
|
|
9.50am
|
MORNING
REFRESHMENT BREAK
_
|
|
10.05am
|
Revitalising
A Brand When A Merger Happens: The HP Story
•
Why Reinvent HP?
•
Forming The Band Before The Brand
•
Brand Cultivation & Brand Evangelism
•
Culture in Action
•
Changing The Landscape
Mr David Shaw, Director - Brand & Communications:
HP Services Asia-Pacific
_
|
|
10.55am
|
Revitalising
For Optimal Success In Growth and Expansion
•
Preparing Your Brand
for Incremental Value
•
Meeting the Changing
Economy Landscape
•
Bridging the Gap of
Your Promise to Your Customer Expectations
•
Strategising for New
Markets
Mr Terry D O'Conner , Managing Director: Courts
Singapore
_
|
|
11.45am
|
Remaking
Traditional Asian Brands for Tomorrow's Challenges
•
Challenges of Renewing a Familiar
Brand (Bengawan-Solo)
•
Transferring Brand Equity to the New
Identity
•
Reputation Management
•
Relaying the New Corporate Message
Mr
Lawrence Chong, CEO: ACIVAR
Brand Consultants
_
|
|
12.35pm
|
LUNCH
BREAK
_
|
PROJECT
RE-BRANDING: A Participative Workshop
_
|
|
1.45pm
|
The
Brand Revitalisation Challenge
This
segment employs the use of facilitated exercises to allow participants
to practice the knowledge they have picked up these two days. Banded in
groups, participants be guided to:
•
Dissect
a given Existing Brand
•
Analyse
the Brand on Its Strengths, Weakness and Current Positioning
•
Identify
Challenge and Opportunity Areas
•
Propose
a New Brand Identity and/or Name
•
Engineer
and Implement the Re-Branding Exercise
•
Develop
an Effective Marketing Plan to Communicate the New Message
•
Suggest
a Performance Measurement Plan
Workshop Leader: Ms Shauna Li Roolvink: Founder
& Managing Director: BrandHub
_
|
|
4.30pm
|
Project
Completion and Q&A
Upon
completion of the guided workshop, the workshop leader will sit down and
assess the process with the participants and help address critical issues
and offer suggestions. The summary is to ensure that participants have
benefited from their exercise and are ready for their own rebranding challenges.
Ms Shauna Li Roolvink: Founder & Managing Director:
BrandHub
_
|
|
4.45pm
|
Networking
Session (include refreshments)
An
“after-hours” informal session that allows for speakers and
participants to network and create new friendships.
_
|
|
5.30pm
|
CLOSE
OF BRAND REVITALISATON FORUM 2003
_
|