Brand architecture: the foundation of shareholder value
Brands are some of the most valuable assets that companies possess but the profound effect they exert on financial performance, shareholder value and market capitalization continues to be poorly understood in some quarters. Finding the most effective way to structure brand assets is fundamental to maximize the value that they generate. Therefore, this year’s Brand Finance Global Forum examines the link between brand architecture and shareholder value.
Join us to hear from the highest profile brand leaders and financial analysts about the fundamental link between marketing and finance.
|8:30 - 9:00||Registration & Breakfast|
|9:00 - 9:20||David Haigh, CEO, Brand Finance plc|
|9:20 - 9:40||Abhinav Kumar, Chief Communications & Marketing Officer Europe, Tata Consultancy Services|
|9:40 - 10:00||Philip Gorham, Senior Equity Analyst, Morningstar|
|10:00 - 10:20||Richard Kramer, Founder & Managing Director, Arete|
|10:20 - 10:40||Panel Session - Chaired by Christian May, Editor, City A.M.|
|10:40 - 11:10||Coffee Break|
|11:10 - 11:30||Axel Löber, Head of Corporate Branding & Strategic Communications Projects, Merck|
|11:30 - 11:50||Roger Scarlett Smith, Head of Global Categories, GSK Consumer Healthcare|
|11:50 - 12:10||Conny Kalcher, Vice President of Brand Development & Marketing Management, LEGO Group|
|12:10 - 12:30||Panel Session|
|12:30 - 12:45||David Haigh, CEO, Brand Finance plc|
|12:45 - 14:15||Lunch & Networking|
Novagraaf is an international patent and trademark consultancy that advises clients on Intellectual Property strategy and management. Our expertise and day-to-day work includes advising on new ideas or new discoveries and inventions, and on strong brands, new brands or innovative new products. Whether trademarks, patents, domain names or designs, Novagraaf specialises in the protection and global management of Intellectual Property rights, including identifying abuse and acting decisively if and when infringements take place.
The Institute of Practitioners in Advertising (IPA) is the trade association and professional institute for UK advertising agencies. Our 264 corporate members are primarily concerned with providing strategic advice on marketing communications, including creating and/or placing advertising. Based throughout the country, they are responsible for over 85% of the UK’s advertising agency business and play a pivotal role in advising the nation's companies on how they should deploy their total marketing communications spend of £42 billion.
Tong Qing Hao was founded in the first year of Qianlong (AD 1736). Since its establishment, every single tea leaf has been carefully collected, following the ancient rule of “Select Six Times, Sift Six Times”.
It was classed as an imperial tribute since Qing Dynasty, and is a presidential gift of China nowadays.
On 2nd April 2009, Chinese President Hu Jintao presented TQH to Queen Elizabeth II as a national gift from China.
City A.M., London's first free daily business newspaper, covers financial and business news as well as sport and contemporary lifestyle. City A.M. is distributed at more than 250 carefully chosen commuter hubs across London and the home counties, as well as 1,600 offices throughout the City, Canary Wharf and other areas of high business concentration, giving it a daily readership in excess of 399,000 professionals.
By marrying the discipline of financial management with the art of brand management, we help businesses understand and mine their most important asset: the relationship between their customers and their brands.
We do that by providing our clients with the tools to measure the value of their brands, identify what aspects of brand and customer interactions are creating that value, and specify how to manage the brand and its touchpoints to increase brand value. We enable companies to approach and manage their brands as value creators, rather than as cost centers.
David is the CEO and founder of Brand Finance plc. David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as the Financial Director of The Creative Business and then as Financial Director of WCRS & Partners. He left to set up a financial marketing consultancy, which was later acquired by Publicis, the pan European marketing services group, where he worked as a director for five years.
David moved to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.
David 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.
Before joining Brand Finance at the end of 2016, Roger led the GSK Consumer Healthcare integration with Novartis and was a founder member of the new JV Board, under the chairmanship of Sir Andrew Witty. This created a new global leader in consumer healthcare with sales of over £7 billion. He then created and led the new global marketing teams as global CMO for Consumer Healthcare, with a spend of over £1 billion. Before that, he had extensive regional leadership experience as president of North America, Europe Middle East and Africa, GM UK, Australasia. Each of these roles required strong performance management; new strategic choices: people, structure and culture change, Roger has decades of experience of building brands, acquisitions and disposals. Roger is based in London.
Christian May is Editor of City A.M., London's daily business newspaper with a readership of just under 400,000 professionals. Prior to this appointment he was Head of Communications and Campaigns at the Institute of Directors, the UK’s largest organisation for business leaders. He was responsible for the IoD’s public profile, campaigns and media activity, and took a leading role in shaping policy on areas including EU reform, immigration, infrastructure, innovation and tax reform. As spokesperson for the IoD, Christian appeared regularly across the broadcast media and in the national press, commenting on business on economic issues. He holds a degree in Politics from the University of Exeter and a Masters degree in Journalism from London’s City University. He has contributed to a wide range of national media outlets as a columnist and commentator, and was included in PR Week’s 2015 list of the 100 most influential PR professionals. He is a Freeman of the City of London and a Fellow of the British American Project.
Richard is the main founder of Arete (formed in 2000), the pioneer of the independent equity research space (prior to the Wall Street scandals of 2001-2003), based in London. For over 20 years he has focused on the wider mobile internet space, including smartphones, digital consumer products, advertising technology and other internet services. He is a frequent and highly-rated speaker at industry conferences, known for his frank dissection of industry hype and willingness to offer critical as well as positive comments on leading tech companies. Prior to founding Arete, Richard was ranked the #1 technology analyst in Europe at Goldman Sachs for four years in a row. Prior to that, he worked for Nortel and at a prestigious Columbia University economics think tank.
Philip Gorham, CFA, FRM, is a consumer strategist for Morningstar, covering the European consumer sector. Before returning in 2014 he served as equity analyst and associate director of equity research for the consumer staples sector for three years. From 2011 to 2013, he was an equity analyst for Federated Investors, covering the consumer sector for the firm’s global core equity and mid-cap growth funds. Previously, he was a market risk analyst at the RBS Group in the UK. Before that, he worked in fund valuation at Skandia Life Assurance Company Ltd in the UK. Gorham holds an economics degree from the University of Sunderland and a master’s degree in business administration and a master’s degree in accounting from the University of North Carolina. He holds the Chartered Financial Analyst® and certified Financial Risk Manager (FRM®) designations. He is a member of the CFA Institute and the Global Association of Risk Professionals and an affiliate member of the Market Technicians Association.
Axel Löber is Head of Corporate Branding & Strategic Communication Projects of German science and technology company Merck. He led the company’s transformational rebranding in 2015 and is responsible for the subsequent digital brand campaign #catchcurious. Before joining Merck in 2011 he held corporate and financial communication positions at pharmaceutical wholesaler and pharmacy operator Celesio and strategic communications consultancy Hering Schuppener.
Conny Kalcher joined the LEGO Company in 1985, and has held key management positions in departments ranging from toys and software to publishing, theme parks, innovation and marketing. She is currently Vice President of Brand Development & Marketing Management, with a special focus on building the LEGO brand across the world. Before this role, Conny was Vice President of Marketing and Consumer Experiences. Prior to this, Conny was Vice President - People, Culture and Corporate Communications, orchestrating the turnaround of HR strategy in cooperation with the LEGO board.
Conny holds a degree in International Marketing and has completed various senior executive education programs at Insead, IMD, Harvard and London Business School. Conny is a Non-executive Director of the Council of the Danish-UK Chamber of Commerce Limited and is a renowned international speaker on the subjects of Consumer Engagement, Loyalty and Advocacy (NPS).
Abhinav Kumar heads up the Marketing and Communications divisions for Tata Consultancy Service's 45 country international market presence, comprising the North America, Europe, UK, Latin America, APAC and MEA regions.
Recognized with over 70 awards for excellence in communications and branding, his team has established the company as the #1 fastest growing brand in the IT Services Industry from 2010-2020.
Under his tenure, the brand value of the company has risen from US$ 2.3 billion in 2010 to US$ 13.5 billion in 2020. He oversees the company's strategic relationships with multilateral organization such as the World Economic Forum and the European Union.
In 2019, Abhinav was accorded the SABRE award in London, towards outstanding individual achievement in his career as a CMO.
Abhinav has previously served in several leadership roles, including as the CMO for Europe, the CCO for Europe and as the CMO of Latin America at the company. He holds an MBA from the Indian Institute of Management Calcutta and a degree in Economics.
He is based out of Brussels, Belgium.