Part of the BrandFinance® Global Banking Forums 2012
London - Dubai - Singapore - New York
Theme: Bank Brands: What really matters; Country of origin, product innovation or customer service?
As the criticism of bankers by the general public and media continues, those institutions who survive the current economic crisis will be forced to redefine and re-evaluate their strategies to succeed in a new global market.
Whilst some banks have floundered others have flourished. Should institutions take heed of the actions by expanding overseas to avoid the current economic climate? Or should they be more creative with their product innovation and improve the role of their customer service?
The Brand Finance Banking Forum will address the emerging financial services companies analysing the impact on an industry in crisis. We will hear views and perspective from banks executives regarding issues around the impact of Country of Origin, Product innovation and Customer service on the brand and marketing strategy. Through a panel session, we will discuss how bank brands can differentiate themselves to succeed.
CEOs, CMOs, CFOs and senior managers of corporate brands.
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BrandFinance® Banking Forum 2012 Bank Brands: What really matters; Country of origin, product innovation or customer service? |
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08:30 - 09:00 |
Registration and Coffee |
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09:00 - 09:10 |
Welcome and Introduction |
Brian Caplen Editor The Banker |
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09:10 - 09:35 |
Managing a Brand in turbulent times |
Claire Fulda Group Head of Advertising and Branding BNP Paribas |
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09:35 - 09:50 |
The changing landscape for Bank Brands in 2012 |
David Haigh Chief Executive Brand Finance Plc |
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09:50 - 10:15 |
Managing reputation through customer service and product innovation? |
Ian Ewart Head of Products, Services and Marketing Coutts |
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10:15 - 10:45 |
Refreshment break |
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10:45 - 11:15 |
Managing a Brand in turbulent times |
Chris Clark Group Chief Marketing Officer HSBC |
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11:15 - 11:45 |
Leadership in innovation: Akbank’s emergence as “Turkey’s Innovative Power” |
Hakan Binbaşgil Board Member and CEO Akbank |
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11:45 - 12:15 |
Results of the annual banking 500 League Table - what are the trends? |
David Haigh Chief Executive Brand Finance Plc |
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Panel Session: How can banks differentiate themselves to succeed?
Chaired by: Tanya Beckett Business Presenter BBC World News |
Brian Caplen Editor The Banker Ian Ewart Head of Products, Services and Marketing Coutts Hakan Binbaşgil Board Member and CEO Akbank David Haigh Chief Executive Brand Finance Plc |
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12:55 - 13:00 |
Conclusion |
David Haigh Chief Executive Brand Finance Plc |
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13:00 - 14:30 |
Buffet lunch |
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A VI360 and Uffindell workshop Leveraging your bank's brand identity and behaviour in times of change http://www.vi360.co.uk/news-bulletin/banking-workshop/ |
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14:30 - 14:45 |
Introduction: How to enhance branded business performance in the Banking sector |
David Haigh Chief Executive Brand Finance Plc |
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14:45 - 15:15 |
Insight Strategy: How to better understand customer needs and the impact of brand equity on brandstrategy? |
Joel Biswas Director of Brand Strategy Uffindell |
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15:15 - 15:30 |
Open panel discussion |
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15:30 - 16:00 |
Refreshment break |
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16:00 - 16:30 |
Implementation and activation: How to implementinnovation in bank branding to tackle the three key challenges facing brands...
Connection, Expansion and Separation.
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Peter Farnell-Watson Director VI360 |
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16:30 - 16:50 |
Open panel discussion |
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16:50 - 17:00 |
Conclusions: Creating and preserving a convincing business case for brand innovation |
Richard Gowar Director of Brand Strategy Brand Finance Plc |
A VI360 and Uffindell workshop
Bank brands face a time of unprecedented challenges and opportunities - explosive growth in Asia and a period of ongoing economic difficulty in the West. Bank brands and their managers must confront numerous strategic challenges including acquisition, collapse, take over, partnership, alliance, legislation, de-mergers, new market entry as well as the need to preserve an increasingly slender competitive advantage in mature markets that are facing a medium term future of limited growth.
Our workshop will explore how your brand can be leveraged to ensure your business thrives in these times of disruption. We will explore key themes from both the point of view of leveraging your brand identity and equity as well as your ability to deliver a differentiated brand experience to ultimately drive affinity, loyalty and customer advocacy. We will look at global case studies from across the spectrum of retail and wholesale financial institutions and inspiring examples from some of the world's leading brands in other industries. We will also share some recent thinking and a research methodology called BrandLove to help you more accurately assess customer affinity.
Who should attend?
Who should attend? Communication and strategy directors, brand managers; those responsible for managing the overall brand experience and visual brand identities for international and national banks. We expect an open and spirited debate and urge all attendees to share their perspectives.
This is a free event and is part of the Brand Finance Banking Forum. Places are limited. To book your guest place(s) please contact Stephanie Swan, Events Manager, on +44 (0) 207 389 9400 or email [email protected]. Please feel free to forward this invitation to your colleagues who may be interested.
Or for more information, contact [email protected].