Brand Equity Conference 2005

DAY ONE PROGRAMME
8.45am	DELEGATE REGISTRATION (Welcome Coffee & Tea) _
UNDERSTANDING THE BRAND EQUITY VALUE _
9.10am	DAY 1's KEYNOTE: Brand ROI And Its Relation To Your Brand Matrix • Brand Equity And Its "Pyramid" or "Domino" Effect • The Scientific Approach To Building Brands • Tracking Your Brand's Performance • Case-Files Of Successful Brands Ms Shauna Li Roolvink, Founder & Managing Director: BrandHub Pte Ltd _
10.30am	MORNING REFRESHMENT _
MARKETING PREPARATIONS & OPERATIONS _
10.50am	Answers To That Burning Question: Why Branding Plans Can Sometimes Fail Much attention and effort are given to the branding concept but a great marketing strategy can be sabotaged by poor implementation. Here, we will discuss the "leg" that is so often neglected and overlooked as a vital chapter of the marketing value-chain. • Mapping An Ideal Marketing Framework With Strategy, Innovation And Creativity • Alternative Strategies: Plan For Situations, Not Fall Into Them • Beware The Brand Benders: Non-Authentic Brands, Irresponsible Advocators, Spammers, etc • The Beta Test: How Multi-Faceted Was Your Marketing Plan? • Get Real On Creativity: Marketing Needs No Templates Ms Jacqueline Thng, Consulting Director: Lexicon Brand Consultants _
11.40am	"Hey Are You Listening?": Reaching out to Customers in a Cluttered World! Have you always been attracted and consumed by the many brand marketing messages, gimmicks and novelty cluttered around us, or simply oblivious to these subliminal messages? With the proliferation of new brands and a fragmented media landscape: • Do traditional marketing campaigns still work in this modern day and age? • Ever wondered how an effective brand campaign can effectively reach out with clarity to the audience despite all that noise in the marketplace? • Are large advertising budgets necessary to win in this cluttered market? Ms Regina Chua, Principal Consultant: Discipline Dynamics Pte Ltd _
12.30pm	NETWORKING LUNCH _
M-BRANDING _
1.45pm	Exploiting The Mobile Platform As A Vital Branding Tool • Targeting And Planning Your Mobile Brand Campaign • Creative Mobile Campaigns That Fly Or Sink • Adequate Mass Media Exposure & Integration • Attractive Prizes And Sharing SMS Value With Customers • Creative And Technology • Telco Relationships • Financial Modeling Mr Constant Tong, Director - Business Development: OpenMobile Asia Pacific Pte Ltd _
CASE-STUDY _
2.35pm	The Equation Of Branding: A Retail Story • Behind Retail Brands • Brand Alliances & Partnerships • Sponsorships As A PR Brand Strategy • Franchising And Licensing As A Branding Strategy • The Right Time To "Kill" A Brand Extension Mr Eugene Chang, Founder & Executive Director: Pacific Fusion International Pte Ltd -
3.30pm	NETWORKING SESSION (with Refreshments) An after-hours session to encourage the interaction and networking between fellow marketers _
4.00pm	CLOSE OF DAY ONE'S PROGRAMME _

DAY TWO PROGRAMME
8.45am	Welcome Coffee & Tea _
BRAND STRATEGY WORKS _
9.00am	DAY 2's KEYNOTE: Delivering ROI From Creative and Spiral Branding Activities • Researching On Target Market And Brand Values Before Conceptualising A Design • Leveraging On Designs To Build Brand Equity and Reinforce Your Positioning • Showcase of Winning Designs That Convey The Brand Message • Also A Case Study of A Revitalized Brand And Heritage Mr Jon Bonsey, Creative & Managing Director: The Bonsey Design Partnership PL _
9.50am	MORNING REFRESHMENT BREAK _
CASE-STUDY _
10.10am	Injecting Measurability Into Your Sponsorship Investments (Case Study) • Sponsorship Spend, Criteria • ROI, Measuring And Evaluating • Integrated Global Marketing • Brand Awareness Mr Garry Scarborrough: Vice President, Marketing - Asia Pacific: Avaya _
INTEGRATED BRANDING & ROI CHALLENGE -
11.00am	Integrated Brand Channels: Dissecting a Cross-Media Brand Campaign Brand campaigns resemble a zigzaw puzzle that integrates multiple pieces to fit each corner and form a piece of art. Every piece plays an important role towards forming the final picture. This session study the intricate details of integrated campaigns and examine how all the pieces co-relate to complete the picture. • Challenges Of Putting Up An Integrated Campaign • Examining Integrated Brand Marketing From The Consumer's Standpoint • Analyzing The Strengths And Limitations Of Each Branding Channel • Connecting The Dots From TV Commercials, Print, Packaging, Broadcast and Web • Implementation and QC of Integrated Marketing From An Operational Perspective Mr Kenneth Teang, Founder, CEO & Principal Consultant: OIG International (One Identity Group) _
CASE-STUDY _
11.50am	Deliciously Positioned For Success (Case-Study) • How A Food Business Positions Itself For A Competitive Landscape • The Pot of Strategy: USPs and Sources of Innovation • Positioning And Differentiation From Competition • Partnerships and Co-Marketing Strategies • Managing Business Continuity Mr Tony Seow, Managing Director: PurpleSage Pte Ltd _
12.40pm	NETWORKING LUNCH _
E-BRANDING WORKSHOP Sponsored By DoubleClick International Asia B.V. Rob will share DoubleClick's recent statistics showing how email marketing is getting results in Asia with real customers - this is not case-studies but average click through, open rates and conversions across 100M messages that DoubleClick disseminate every quarter for their clients. _
2.00pm	Valuing Online Effectiveness • Content, Services And Strategies • How Much Should Be Invested On Interactive Advertising • Tracking And Improving Online Brand Interaction • Linking Investments On Online Campaigns To Results • Appraising Online Brand Effectiveness Email Marketing: Trends, Best Practices And The Problem Of SPAM • How Is Email Marketing Being Used In Asia? • What Results Can You Expect • Key Concerns In Getting Your Message Heard - Relevancy, Trust, And Deliverability • How A Good Privacy Policy And Contact Strategy Will Impact On Your Bottom Line Performance Management • Why We Use Measurement • Overview Of Types Of Measurement • Tools Available For Measurement • Measurement Towards: Online, Offline And Integrated • Case-Studies Of Successful Measurement Mr Rob Stanley, Sales Director South Asia: DoubleClick International Asia B.V. Rob will share how Online specifically can be valuable, and how you can measure that value - what do marketers need to consider. He drill down into the email side of things as one specific channel and talk about the challenges and best practices here. Although it's just for email, it will highlight to the audience the importance of thinking about any of these channels, and some of the "under the hood" issues that sometimes are not considered. Finally Rob will close the session with a general review of the importance of measuring and some thoughts on what should be measured. -
4.30pm	NETWORKING SESSION (with Refreshments) An after-hours session to encourage the interaction and networking between fellow marketers _
5.00pm	WRAP OF BRAND EQUITY CONFERENCE 2005 _