BrandFinance® Annual Forum 2011

Wednesday 26 October 2011, 09:00 - 17:00

Event overview

'Understanding the value of brands and corporate reputation'

Corporate Brands are huge assets for most major corporations. Our latest study shows that the total value of the top 100 brands in the world today stands at over US$1.5 trillion but almost US$30 billion of this value has been lost over the past six months alone.

In today’s challenging markets, investors and shareholders are rightly applying greater scrutiny to corporate governance. Boards and senior management teams need to show that they are looking after all corporate assets, including the brand. Knowing the value of this asset and what drives its value is essential.

At this forum we will discuss the importance of managing corporate brands and reputation. Leading business people and academics will review the trends of global brand values over the past year and offer advice to help every brand improve based on their experiences.

Who should attend?

CEOs, CMOs, CFOs and Senior Managers of Corporate Brands who are interested in understanding the value of their brands and how to better manage their corporate reputation.

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Workshop

The Forum will be followed in the afternoon by a hands-on workshop for any attendees interested in learning more about brand valuation. Brand Finance’s valuation methodology is approved by the International Standards Organisation (ISO 10668) and is favoured by tax authorities and regulatory bodies worldwide, including the UK Takeover Panel and HM Revenue & Customs. Whether you are looking to maximise the value of your existing brands or develop new ones, this workshop will give you the opportunity to discuss your unique brand challenges with the leading valuation experts.

Programme

08:30 - 09:00

Registration & Coffee

 

09:00 - 09:15

Welcome & Introduction

Prof. Malcolm McDonald

Emeritus Professor of Marketing, Cranfield School of Management

Chairman, Brand Finance Plc

09:15 - 09:40

Understanding the impact of corporate reputation on key stakeholder groups

Prof. Cees Van Riel

Professor in Corporate Communications

Rotterdam School of Management, Erasmus University

09:40 - 10:05

Building trust via corporate reputation in the Pharmaceutical Industry

Dr. Markus Renner

Lecturer in Reputation Management

University of Applied Sciences of Lucerne

10:05 - 10:35

Transforming Brand Reputation: A service buisiness perspectiven

Clare Sheikh

Group Brand Director

Vodafone Plc

10:35 - 11:05

Refreshment break

 

11:05 - 11:30

Managing a reputational crisis : The case of Toyota

Colin Hensley

Former General Manager and Head of Corporate Affairs

Toyota Motors Europe

11:30 - 11:55

Cultural and religious impacts on the development of corporate reputation

M. Salim Kadibeşegil

Lecturer in Reputation Management

School of Communications Faculty, Bahçeşehir University

11:55 - 12:35

Panel Session:

The impact of corporate reputation on shareholder value

Moderated by:

David Haigh

Prof. Cees Van Riel

Professor in Corporate Communications

Rotterdam School of Management, Erasmus University

 

Dr. Markus Renner

Lecturer in Reputation Management

University of Applied Sciences of Lucerne

 

Colin Hensley

Former General Manager and Head of Corporate Affairs

Toyota Motors Europe

 

M. Salim Kadibeşegil

Lecturer in Reputation Management

School of Communications Faculty, Bahçeşehir University

12:35 - 12:40

Handling a crisis: The dangers of covering up - Phone Hacking and News Corp

Mary-Ellen Field

Associate Director

Brand Finance Plc

12:40 - 13:00

Concluding remarks

David Haigh

Chief Executive

Brand Finance Plc

13:00 - 14:00

Buffet lunch

 

 

Workshop

 

14:00 - 14:45

Managing corporate brand & reputation. The criticality

of brand value governance

David Hensley

Managing Director

Brand Finance Plc

14:45 - 15:30

Reputation risk management: The case of Shell

Tim Heberden

Managing Director

Brand Finance Australia

15:30 - 16:00

Refreshment break

 

16:00 - 16:20

Aeroflot case study

Rupert Kemp

Valuation Consultant

Brand Finance Plc

16:20 - 16:40

Reporting results and building brand scorecards: The case of Petronas/Manulife

Oliver Schmitz

Managing Director

Brand Finance South Africa

16:40 - 17:00

Using Coats of Arms as a symbol of corporate reputation

Clive Cheesman

Rouge Dragon Pursuivant

College of Arms

17:00 - 17:30

The official launch of the Brand Finance Institute Campaign for Independent Brand Valuation

David Haigh

CEO

Brand Finance Plc

17:30

Drinks reception at the Two Chairmen, Warwick House Street, Trafalgar Square

 

Speakers

Clive Cheesman

Clive Cheesman

Richmond Herald, College of Arms

As Richmond Herald, Clive Cheesman is one of the crown-appointed officers responsible for the granting and regulation of coats of arms in England, Wales, Northern Ireland and the Commonwealth. He studied classics and ancient history at Oxford and in Italy, was called to the Bar at Middle Temple in 1996, and has written on law, heraldry, history and cultural property. At the College of Arms he has a professional practice assisting a wide range of clients in applying for, using and protecting coats of arms as assets; on the corporate side these range from prominent businesses to educational bodies and local authorities including, most recently, the town of Royal Wootton Bassett.

Mary-Ellen Field

Mary-Ellen Field

Chairman, Brand Finance Australia

Mary-Ellen is the Head of IP at Brand Finance.

Mary-Ellen read BA Dip (Art) Education at Alexander Mackie College University New South Wales, Australia.  She is a Certified Licensing Professional and a member of The Licensing Executives Society, The International Trademark Association, The British Brands Group and The Cosmetic Executive Women’s Network.

With 25 years blue chip experience in intellectual property management, protection and exploitation, Mary-Ellen is an expert witness in numerous high profile trade mark disputes and is a recognised international royalty rate expert.  She regularly appears on CNN Business, Phoenix Television (China), CNBC and other networks. She has also spoken at various IP related conferences around the world and regularly writes on branding and intellectual property related issues.

Prior to joining Brand Finance, Mary-Ellen was the Head of Intellectual Property and Director of Chiltern plc’s wealth management group. She was responsible for both the negotiation of the global lingerie license for Elle Macpherson Intimates and the launching the Elle Macpherson Body Products in Boots in the UK in 2005.  During which, she also worked with numerous celebrities on the exploitation of their rights through licensing and endorsements. 

David Haigh

David Haigh

Chief Executive, Brand Finance plc

David is the CEO and founder of Brand Finance plc, the leading independent brand valuation consultancy. David qualified as a Chartered Accountant with Price Waterhouse in London. He has worked in the area of branded business, brand and intangible asset valuation since 1991 and since January 1995 has specialised entirely in this area. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose standard (ISO 10668) is due to be published in early 2010.

David is a passionate writer and has written many articles for the marketing and financial press on branded businesses and brand valuation and is the author of numerous publications. He also lectures on the subject of branded business, brand and intangible asset valuation at many of the leading business schools around the world.

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Tim Heberden

Tim Heberden

Managing Director, Brand Finance Australia

Tim has extensive experience of intangible asset valuation, intellectual property transactions and value-based brand strategy. He has an MBA and is a Chartered Accountant, Fellow of the Chartered Institute of Marketing and Fellow of the Royal Institute of Chartered Surveyors. Tim advises the Australian Taxation Office on cases involving intangible assets. Other clients include leading brand owners, intellectual property lawyers and private equity firms in Australia, Asia, Europe and Japan.

He is a visiting lecturer at the University of Sydney, presenting a course on ‘Evaluation Marketing Performance’ for the Master of Marketing. Tim chairs the ICAA’s NSW Business Valuation Special Interest Group and is a judge on the AFA’s Advertising Effectiveness Awards and the AMSRS’s Market Research Effectiveness Award. Prior to joining Brand Finance’s UK office in 1998, Tim worked for the BBC, KPMG and founded an award winning media company in South Africa.

Colin Hensley

Colin Hensley

Former General Manager and Head of Corporate Affairs, Toyota Motors Europe

Colin has wide experience in managing and building brand reputations, having had responsibilities for communications and public affairs spanning public and private institutions across Europe, America and Asia.

Colin brings a broad and deep experience of all elements of corporate communications and public affairs. He is very experienced at working at a European level, interfacing and working with all of the European institutions.

He was General Manager for Corporate Affairs at Toyota Motor Europe, where he led them through the media storm that surrounded the 2010 Toyota recalls, developing original social media strategies to augment the full range of traditional PR and advertising communications. He personally represented the company during interactions with themedia and with external organisations including ACEA, the OECD, WEF, EP and the EC.

David Hensley

David Hensley

Managing Director, Brand Finance Plc

David is marketer and strategist with over thirty years of strategy, marketing and consulting experience. After working with McKinsey & Company he has held senior roles in leading global brand consultancies FutureBrand, Vivaldi Partners, and Lippincott.

David has extensive branding experience around the world, having worked with global clients such as Alitalia, Allianz, BP, BT, DBS, Deutsche Telekom, GITI MTN and Nestle. His work in telecoms has included brand architecture, brand strategy, naming, brand launches, brand identity design, and brand communications.

David has worked with clients in many sectors across Europe, North America, Africa, the Middle East and Asia-Pacific.

M. Salim Kadibeşegil

M. Salim Kadibeşegil

Lecturer in Reputation Management, School of Communications Faculty, Bahçeşehir University

Salim Kadıbeşegil has vast aggregation experience, particularly in strategic communications management. He has led the introduction of the concept ‘Reputation Management’ in Turkish business life. He has consulted to “Turkey’s Most Admired Companies” research project of Capital Magazine since it has started.

He is one of the founders of PRNET (The first media measurement company in Turkey) as well as being one of the pioneers on improving the international standards in public relations and communications consultancy professions. In favor of this idea, he has led the establishment of ICCO Turkey and represented Turkey five years at the international Board of ICCO (International Communications Consultancy Organization). 

He has six books published in line with him 30 years of experience in communications and has conducted many studies regarding corporate brand management, media measurement. 

Rupert Kemp

Rupert Kemp

Valuation Consultant, Brand Finance plc

Rupert is a Valuation Consultant with Brand Finance South Africa. Prior to his role in South Africa, Rupert was employed with Brand Finance plc for 2 years at the company’s head office in London. Previously, Rupert was an Account Manager at Synovate responsible for Client account management of various market research projects, specifically projects using advanced technology for data collection, analysing and reporting.

Rupert specialises in the creation of financial models for Value-Based Marketing and Brand Investment Scorecards, developing models and scorecards used for scenario planning to assist with portfolio management, resource allocation and brand performance tracking. He has also worked as a brand valuation analyst on brand and business valuations for marketing strategy and tax planning purposes.
He is responsible for the analysis and construction of National and Sector specific brand valuation league tables.

Rupert’s clients include the Liquor Control Board of Ontario, Manulife, Microsoft, Standard Chartered Bank and Vodafone. Rupert holds a BSocSci in Media and Anthropology at University of Cape Town and is certified in Market Research by the Market Research Society.

Prof. Malcolm McDonald

Prof. Malcolm McDonald

Emeritus Professor of Marketing, Cranfield School of Management

Professor Malcolm McDonald until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers. Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

Dr. Markus Renner

Dr. Markus Renner

Lecturer in Reputation Management, University of Applied Sciences, Lucerne

Markus Renner is lecturer in Reputation Management at the University of Applied Sciences, Lucerne. After his graduation in Political Science he started his career in 1996 as a PR consultant at Burson-Marsteller. In 1999, Markus became PR manager at Bayer's global headquarters in Leverkusen. In 2004, he was appointed by the pharmaceutical giant Novartis to Head of Corporate Brand & Reputation Management.

At the Novartis global headquarters in Basel, he was responsible for the development and implementation of the global company brand as well as to further strengthen its reputation among key stakeholders worldwide. Since 2008, Markus is Managing Partner of Branding-Institute CRM AG in Basel, consulting global corporations in the field of brand and reputation management and marketing.

Markus holds a Ph.D. in business psychology from the University of Basel, Switzerland. His new book “Generating Trust via Corporate Reputation” will be published with WVB-Verlag this year.

Prof. dr. Cees B.M. van Riel

Prof. dr. Cees B.M. van Riel

Professor in Corporate Communications, Rotterdam School of Management, Erasmus University

Prof.dr. Cees B.M. van Riel is professor in corporate communication at the Rotterdam School of Management of Erasmus University Rotterdam. He is Editor-in-Chief of the Corporate Reputation Review and Managing Director of the Reputation Institute. Van Riel has created the Reputation forum The Netherlands (RfN) a platform of the directors of corporate communication of the 20 largest Dutch companies.

Cees van Riel has published a large amount of articles including the Corporate Reputation Review as well as ten books including Principles of Corporate Communication (1996), Essentials of Corporate Communication (2006) and Fame & Fortune (2004).

Cees van Riel has been active as a consultant in the area of corporate branding, reputation management and employee alignment for more than two decades, working for companies like Rabobank, ING, Philips, TNT, AkzoNobel, FedEx, Petrobras, Vale, Coca Cola, Master Card, Baker & McKenzie, etc.).

Clare Sheikh

Clare Sheikh

Group Brand Director, Vodafone Plc

At Vodafone, Clare Sheikh (formerly Salmon) is responsible for the group’s brand framework, creative strategy and brand identity and she reports to group chief commercial officer Morten Lundal.

Clare is a high-profile figure within the marketing community. She stepped down from her most recent role as group strategy, marketing and customer director at RSA in May after four years at the insurance giant. Previously, Sheikh held senior strategic and marketing roles with Prudential, Centrica, ITV and British Gas.

When

Wednesday 26 October 2011, 09:00 - 17:00

Where

The Mountbatten Room

The Royal Automobile Club

89 Pall Mall

London

SW1Y 5HS

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