The Branding Forum 2003

PROGRAMME HIGHLIGHTS

Day One Programme
8.45am	DELEGATE REGISTRATION (Welcome Coffee & Tea) _
FUNDAMENTALS OF BRANDING _
9.00am	KEYNOTE ADDRESS: The Branding Fundamentals • Which Come First: The Identity Or The Brand? • What Makes a Good Identity? • What Is Branding Excellence? Ms Su-Yeang, CEO: Citigate Su Yeang Design Pte Ltd _
9.20am	Radical Brand Exploration • Brand Analysis • Brand Vision • Brand Strategy • Implementation Ms Chang Sook-Cheng, Managing Partner: Treetops-Ventures _
10.10am	MORNING REFRESHMENT BREAK _
RETHINKING BRANDING _
10.30am	Brand Management As Part Of The Marketing & Public Relations Mix Branding can be a personal philosophical thought or a perfect corporate logo, a combination of both or nothing. What is ‘branding’ to a marketing communications and public relations practitioner? Ms Satvinder Kaur, Director: BlueGill Communications Pte Ltd
11.20am	Using Qualitative Research To Build Brands • Breaking Free from The Testing Mentality • Re-thinking the Research Construct • Towards Stronger Brands Ms Samantha Gomez and Ms Daljit Khangura, Director: Flamingo Research Asia Pacific P L _
12.10pm	LUNCH BREAK _
1.30pm	Building On Brand Characteristics to Differentiate • Characteristics Of Strong Brands And How They Stand Out In The Marketplace • Brand = Perception = Reality? Mr Kim Chun-Wei, Founder and Chief Consultant: Ukulele Brand Consultants Pte Ltd _
EXTENDED BRANDING _
2.20pm	Wooing Your Customers: Building Brand Value With Effective CRM Strategy This Presentation Offers Key Marketers In The Organization Who Has Contact With The Customer A Practical Case To Build Their Brand Value With Effective CRM Strategy: • How Can You Successfully Build Your Brand Value? • What Encompasses Effective CRM Strategy? • What Are The Key Ingredients Towards Maximizing Your Brand Value? Case-study of Challenger IT Superstore • How Does Challenger’s Loyalty Membership Program Help Build Its Brand Value? • What Makes Challenger Successful In Retaining Its Profitable Customers? Mr C J Neoh, General Manager: Multiactive Technology Pte Ltd _
3.10pm	Beyond the Brand Name: Success in Brand Extensions • Retail Brands • Brand Alliances & Partnerships • Licensing As A Branding Strategy Mr Eugene Chang, Director: Pacific Fusion International Pte Ltd _
4.00pm	Day 2's Project Briefing _
4.15pm	Networking Session (with Refreshments) An after-hours informal session to allow participants to mingle and pave the preparation for Day 2's group project. We hope to encourage participants to familiarise with each other so as to form groups of synergies and maximise the learning opportunities of the next days.
5.00pm	Close of Day One’s Programme _

Day Two Programme
TOWARDS BRANDING EXCELLENCE _
9.00am	Emergence of Asian Brands • Challenges Facing Asian Brands • Future of Branding in Asia • Case Studies of Successful Asian Brands Ms Shauna Li Roolvink, Managing Director: BrandHub _
9.50am	MORNING REFRESHMENT BREAK _
10.10am	Online Advertising: Can It Really Be Used As A Branding Tool? • Harnessing the Power of Online Marketing • Innovating to Streamline Online Branding Activities Ms Alice Manners, Director: m digital, Mindshare Singapore
BENCHMARKING INITIATIVES _
11.00am	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 _
CHALLENGES & OPPORTUNITIES _
11.50am	Strategies For A Challenging Environment • An Overview of the 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 _
12.40pm	LUNCH BREAK _
THE BRANDING WORKSHOP (interactive session) _
2.00pm	The Brand Challenge: Growing A Brand This section employs the use of facilitated exercises to allow participants to practice the knowledge they have picked up these two days. Banded in groups, participants have to work on a given theme/product to: • Create a Brand and Identity • Identify Challenges and Opportunity Areas • Analyze the Brand, Propose a Strategy and Implementation Plan • Develop a Media Plan to Communicate the Brand • Suggest a Performance Measurement Plan _
3.30pm	Show, Tell and Share Upon completion of the exercise, each group will present its message so that the workshop leaders can help to address and suggest areas that can impact results. Afterall, the best way to learn is to get your hands dirty and to sweat it out. We promise a hard time to all participants. _
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, Managing Director: BrandHub _
4.30pm	Networking Session (with Refreshments) An after-hours informal session that allow for speakers and participants to network and create new friendships. _
5.00pm	CLOSE OF THE BRANDING FORUM 2003 _