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PROGRAM

BrandsPoint 2007: SPRING

Brand ROI & Brand Portfolio Management

8-й interntaional branding forum

April 12-13, Kiev

A unique format for the CIS and the world!
Five(!) specialized branding conferences as part of one forum! Tim Ambler is to speak for the first time in the CIS – at the BrandsPoint™ forum!

Day 1, 12 April: Brand ROI & Portfolio Management

Key Speaker:
Tim Ambler – an international specialist on brand equity, marketing investment and marketing effectiveness measuremen

The leading marketing specialist of the London School of Business.
Author of worldwide bestsellers on marketing: Marketing and The Bottom Line, Marketing from Advertising to Zen. The Financial Times Guide to Marketing, Doing Business in China
Director of International Distillers & Vintners Ltd (brands include the legendary Smirnoff Vodkа, Bailey's Irish Cream; today Diageo is a part) before his academic career

Day 2, 13 April: Thematic conferences

FMCG: Consumer goods branding
B2B: Branding of industrial goods and services
Finance: Branding of banks and financial institutions
Place: Branding of locations and territories, entertainment and leisure venues

Speakers are the best branding professionals in CIS and World!

Tim Ambler – London Business School (UK)
The Boston Consulting Group (USA)
Wolff Olins (UK)
FutureBrand (UK)
Brand Instinct (UK)
Senteo International (USA)
Intel (USA)
Nestle Ukraine
Millward Brown Optimor (USA)
V-RATIO Business Consulting Company (Russia)
SeverstalAuto (Russia)
Rosinter Reastaurants Group(Russia)
Ralf Ringer (Russia)
BrandAid (Ukraine, Russia)
vroset (Russia)

Every conference includes 6 one-hour speeches and a round-table discussion! The possibility of talking of each speaker in the auditorium and during coffee breaks.

Every participant is allowed to visit the first day of the conference and any of the 4 thematic conferences on the second day.

1st Day Agenda: April 12, 2007, Thursday

Brand ROI & Brand Portfolio Management

Assessing the effectiveness of marketing and marketing and branding ROI
Brand portfolio management strategies
Current trends in and practices of optimizing brand portfolio
New tools for brand value assessment
Techniques for brand effectiveness measurement in the 21st century
Practices of raising the effectiveness of brand strategies
The connection between marketing and branding expenses and the company’s financial indicators!

Opening of the Forum

Marketing and the Bottom Line
Tim Ambler, Senior Fellow London Business School. (UK)

Brand condition and success metrics.
Practices of increasing the effectiveness of brand strategies.
Christian Dorffer, Vice-President, Millward Brown Optimor (UK)

Brand development monitoring: What’s new?
Liliya Mamleeva, Head of Kyiv office, BrandAid (Ukraine, Russia)

Effective brand portfolio management strategy in the car market.
Or how a temperamental Italian, ambitious Korean, hard-working Japanese and a pushing Russian get on under the same roof
Daniil Proskurin, Marketing Director, Severstalavto (Russia)

Consumer appetite for brands: BCG’s special studies of consumers in Eastern Europe and the CIS
Stephan Dertnig, Vice President, Director of Moscow Office, The Boston Consulting Group (USA)

Brand management on the basis of value: how to be more successful by adding financial analysis to marketing analysis
Oleg Chernozub, Managing Partner, V-RATIO Business Consulting Company (Russia)

Q&A Section

2nd Day Agenda: April 13, 2007, Friday

Thematic Conferences:
FMCG B2B PLACE FINANCE

Finance: Branding of banks, financial services and organizations

A guide to bank rebranding
Integrated communications in the financial services market
The right kind of marketing for the financial services market
How to measure investments into brands and reputation in the financial services market
Retail banking services and the specifics of promoting banking services
The specifics of building and studying a bank brand
Loyalty programs in the banking sector


	Opening of the Conference
	Nadra Bank: prospering in the Ukrainian market From determining consumer experience to the process of bank transformation Michael Ruckman,President Senteo International (USA)
	The right kind of marketing for the financial services market! Valentin Pertsiya, CEO, BrandAid Group (Ukraine, Russia)
	PayCash: Internet.Money: Russian technology and Ukrainian brand. Aleksey Grishin, Director of Kiev Office,PayCash (Russia)
	Measuring investments into brands and reputation. What is worth investing in! Marina Starodubskaya, General Manager in Ukraine, Mikhailov and Partners (Russia)
	Building and measuring the effectiveness of loyalty programs in the banking sector Konstantin Pirtskhalaishvili, Development Director, LMC Group (Russia)
	Can complicated brands alienate consumers? Aaron Shields, Managing Director, BrandInstinct (UK)
	Advertising in movie-theaters: from emotional marketing to experiential marketing Sergey Bolotin, Marketing Director, Cinema International (Russia)
	Round-table discussion

FMCG: Branding of fast-moving consumer goods and services

Developing and launching new brands in highly competitive categories
How to plan demand: brand forecasting practices of the best international companies
How to reduce the period of return on brand investment
Effective media strategies and brand strategies in cluttered categories
Strategies for expansion of national brands and for conquering international markets
Worlwide practices of brand portfolio reduction and extension


	Opening of the Conference
	Creating strong brands in today’s world Mark Radda,Senior Consultant, Wolff Olins (UK)
	PR as a component of brand image Gennady Radchenko, Corporate Issues Director, member of the board, Nestle Ukraine
	Brand families in consumer goods - stretching across categories and value positionings Stephan Dertnig, Vice President, Director of Moscow Office,The Boston Consulting Group (USA)
	Planning demand as a key function of influencing Brand ROI. Demand management in the practice of world leaders. Anna Onischenko, Marketing Finance Manager, British American Tobacco Ukraine
	Creating a national brand in a highly competitive market Tatiana Struk,acting Management Director, Ralf Ringer (Russia)
	Playing with brands Anton Popov, Director of Games and Entertainment, Yandex (Russia)
	Viral marketing as an effective promotion technique for FMCG brands Roman Mandrik, Director, Ksan (Russia)
	Round-table discussion

Place: Branding of locations and territories
(malls and business centers, leisure venues, cities)

How to make your territory attractive to consumers
How buzz marketing and viral marketing work in building territory brands
Branding of “states”: from an idea to project implementation
Creating a brand portfolio: monobrands or network brands
New market launch strategies
How to build the right promotion strategy for a new brand or service
Visual branding: design as a key factor of differentiation and involvement of consumers in brand life


	Opening of the Conference
	How to make “your territory” attractive to consumers through branding. Case: Rebranding of Australia Tom Crew, Creative Director, FutureBrand (UK) Maria Gurina, Strategy Director, FutureBrand (Uk)
	Shopping centers differentiation strategies Clive Woodger, Director, SCG London (UK)
	A powerful retail brand as an engine of market sales Julia Puzyreva,Director of Marketing and Advertising, Ukrainian branch of, Evroset (Russia)
	Increasing value through rebranding Pierre Ludovico Bancale,Vice President on Marketing, Rosinter Restaurants Group (Russia)
	Market entry and promotion brand strategy Elena Lysenkova, Sales and Marketing Director, Azimut Hotels (Russia)
	Branding of outlets in food retail Andrey Mamontov, ex-Marketing Director, 7th Continent (Russia) Consultant of Strategic Marketing & PR, co-author of the best-seller "100% PR"
	Territory research: urgency and effectiveness Julia Masienko, Deputy Director for Development and Research, InMind (Ukraine)
	Round0table discussion

B2B: Branding in the В2В market

Is it worth investing in branding in the B2B market?
How to organize branding of an international B2B company
How to build a brand and support it at branches
Strategies of B2B companies in the creation of brands aimed at the consumer market
Promoting a brand in the B2B market
Loyalty of the loyal: how to develop relations with clients in the B2B market
Research tools in the B2B market
New media in promotion of B2B brands


	Opening of the Conference
	Is it worth investing in branding in the B2B market? Kamill Akhmetov, Marketing Director in Russia, Columbus IT (Denmark)
	Strategies of B2B companies in the creation of brands aimed at the consumer market Kamil Isayev, Marketing Director for the CIS, Intel (USA) Anna Maksakova, Brand-manager, Intel (USA)
	The power of identity: how to build break-through B2B-brand Rasmus Bech Hansen, Managing Co-director, Kontrapunkt(Denmark)
	Methodology for studying the company’s corporate image Julia Masienko, Deputy Director for Development and Research, InMind (Ukraine)
	DM in B2B-communications: 60 minutes of practice OS-Direct (Ukraine)
	Internet in communication strategies of B2B brands. How to stop worrying and fall in love with blogs Arseniy Rastorguyev, Consultant, MMD Corporate (Russia)
	Strategy determination for TM positioning Grigory Trusov, President, Kontakt-Expert (Russia)
	Round-table discussion

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