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PROGRAM

BrandsPoint 2007: AUTUMN

Brand Management & Brand Strategies in Mergers and Acquisitions

9^th International Branding Forum

September 26-27 2007, Kiev (Ukraine)

1^st Day AGENDA: September 26, Wednesday


	Official opening of the event
	Brand Portfolio Strategies: innovative approaches
	Brand portfolio management as a business process • Creating strong brand-portfolio by analysing the company's business process and its week and strong offers to clients Valentin Pertsiya /CEO, ideologist,co-owner/ BrandAid (Russia, Ukraine) The author of books "Branding: Basic Course" (2005) and "Brand Anatomy" (2006)
	Portfolio strategies as a company differentiation tool • Branding strategy: cycle "research, development, implementation" • Portfolio strategy to defend the leading position on the market. Brand strategy implementaion: what we do differently. Alexander Ostrovskiy /Advertising Director/ NCC (Russia). NCC is the leader on the regional market of cellular communications. Strategic branding is one of the key factors of success.
	Umbrella Brand: brand extension without cannibalization. Case: Baltica Beer. Andrey Rukavishnikov / Vice President on Marketing till 2006/ Baltika Breweries(Russia) /Best marketing director in Russia according to the rating of "Sekret Firmy" business magazine. The author of the monography "Beer revolution and marketing in Russia"
	Panel discussion
	Brand Strategies in Mergers & Acquisitions
	Branding aspects of mergers on the sample of B2B brands. The practice of CIS Irina Solovieva /General Manager/ GDM Group(Russia).
	Сreating value of the organization by partnering with the right brand Konstantin Nevyadomsky /Director / Ernst & Young (Ukraine).
	Challenges and risks for branding in M&A and spin-off situations Nikola Stanisch / Managing Director of Moscow Office/Interbrand Zintzmeyer&Lux

2^nd Day AGENDA: September 27, Thursday

Thematic Conferences on Branding:
FMCG Branding: brand strategies
Finance Branding: Branding of banks and financial services

FMCG Branding: brand strategies


	Opening of the Conference
	Neuromarketing. Storebranding. Mallbranding. Ruslan Yavorsky /Director of Mallbranding Division / Branding AG (Austria) – specialists in the sphere of marketing strategy visualization at the sales points and touchpoints with customers. Cleints are: Sportmaster, M-Video, Tchibo, Intersport, Leifheit, Marks&Spenser, Best, KTM.
	The role of a brand in mergers and acquisitions of companies. Mykola Kmyt /General Manager/ IDS Group (Ukraine)
	What licensing means and does your brand need it at all? • Employing heroes and entertaining brands in the creation and promotion of other brands, products and services. / How to create totally licensed brand within your portfolio or short-term campaings on the bases of hot premiere./ Risks, mechanics, metrics. Sergey Kiselev /Marketing Director/ EEMC (Russia) EEMC is the leding licensing agency specializing in the Eastern Europe and Russia/CIS. Among the clients are: 20th Century FOX, канал Discovery, New Line Cinema, Sony Pictures Entertainment.
	Three factors to create strong brand... in the era of strong consumers, changing attitudes and echical sensitivity Tatiana Berkut /Managing Partner/ Rayner International (United Kingdom) Strategic consultatns on branding. clients are: the loalty program "Malina" (Russia), Olant (distribution og goods for babies and mothers), Drummonds (antique retail chain), Latte (London boutiques chain), Guernsey Fresh Catch (fishing industry).
	Brand that manages demand: new opportunities Anna Onischenko /Marketing Finance Manager/ British American Tobacco Ukraine
	Price as a marketing tool of loalty enhancement! Elena Mikhailova /PhD, professor/ MBA Program, National Economic Academy of the Government of Russian Federation (Russia)
	Pannel discussion

Finance Branding: Branding of banks and financial services


	Opening of the Conference
	Sence and sensibility: internatinal player on the local market. Rebranding of Raiffeisen Bank Aval Rainer Sichert /Deputy Chairman of the Board/ Raiffeisen Bank Aval (Ukraine) Tatiana BarabashTatiana Barabash /Leading Project Manager. Head of rebranding project / Raiffeisen Bank Aval (Ukraine) Raiffeisen Bank Aval - leading bank in Ukraine by the volume of assests (on 01.01.2007)
	Building the relationship model with clients on the bases of partnership relations marketing Maria Vlasenko /Marketing Director/Credit Europe Bankк (Russia).
	Customer Experience: client's impression determine his or her loyalty. How to make proper impressions on clients. Alena Osorina /Head of CRM & Loyalty Programms Department/ Renaissance Insurance Group (Russia).
	The naked kings or severe truth of branding in banks • Special totally fresh research of the banking sector in Ukraine. Lilia Mamleeva /Managing Director, Kyiv Office/ BrandAid (Ukraine). The co-author of the book "Brand Anatomy" (2006, Vershina)
	Good-working marketing offer: simple, thrilling, with warranty • How to make an exciting product and why warranties are worth to be worked with. Vladislav Polischuk /Senior Consultant/ Capital Strategy (Ukraine).
	The merger of reputations: managing the reputation of financial orgnisations in mergers and acquisitions. • Formation of information platform in M&A/ Reputation management: logic and consistency in communication, managing information outcome/ Handrum life of a newborn brand: a merge of cultures, systematization of information flow, working on the company's memory Yaryna Lukan /Practice Head, PR for Finance and Services/PRP Ukraine – A Weber Shandwick Affiliate Company (United Kingdom).
	Pannel Discussion

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