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Past event.

Brand Finance Global Forum 2019: Understanding the Value of Geographic Branding

Tuesday 2 April 2019, 08:15 - 17:00

Event overview.

The 16th annual Brand Finance Global Forum will focus on Understanding the Value of Geographic Branding.

With an action-packed day-long event at the Royal Automobile Club in London, we will unwrap the issues which affect brands as they aim to leverage their geographic location for commercial success. A geographic branding can come in many forms, from well-known Protected Designation of Origin brands such as Parmigiano Reggiano and Champagne, to brands which evoke an immediate sense of national identity such as British Airways and Deutsche Bank, and even business clusters like the Silicon Valley tech ecosystem.

For brands, locality is always a consideration. What role should geographic identity play in brand development and growth? Will brands gain value commercially by association with a particular place or will this provide limitations? In times of economic and political uncertainty, will geographic indication continue to be favourable or detrimental to a brand’s success?

Join our experts and Brand Finance Global Forum 2019 guest speakers to explore how geographic branding can impact brand value, attract customers, and influence key stakeholders.


Dress Code: Business Attire (Jackets required for men)

Tickets: Free entry for all except consultancies and agencies. 

Please contact for ticket fee.



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Jayne Barr

Interim MD, Marketing, London & Partners

Conrad Bird

Director, The GREAT Britain Campaign, Department for International Trade

Sally Bundock

Presenter, Business Live, BBC Global News

Stefano Fanti

Director, Parma Ham Consortium

David Haigh

Chief Executive, Brand Finance Plc

Richard Haigh

Managing Director, Brand Finance

Marcus Höpperger

Senior Director, Department for Trademarks, Industrial Designs and Geographical Indications, Brands, World Intellectual Property Organisation (WIPO)

Abhinav Kumar

Chief Marketing Officer, Global Markets, Tata Consultancy Services (TCS)

Trevor Little

Editor, World Trademark Review

Lucia Pennesi

Commercial and Marketing Director, Ferrari

Zahariah (Liza) Abdul Rahman

Group Head of Strategic Communications, Petronas

Dr David J. Reibstein

Professor of Marketing, The Wharton School, University of Pennsylvania

Jonathan Reynolds

Deputy Dean, Saïd Business School, University of Oxford

Chris Tarry

President, CTAIRA

Massimo Vittori

Managing Director, oriGIn

Michael Ward

Managing Director, Harrods

Andrew Watson

Vice President Marketing, Europe, Marriott International


The Brand Finance Global Forum 2019 will feature a series of speaker sessions and interactive panel discussions throughout the day with lunch and coffee breaks for networking.


08:15 - 09:00

Breakfast and Registration in The Committee Room

09:00 - 09:15



Welcome and Opening Remarks in The Mountbatten Room

David Haigh, CEO, Brand Finance


09:15 - 10:45 Session 1: Nation Branding and Cluster Locations

"Nation Branding – Who has the right to do what?"

Marcus Höpperger, Senior Director, Department for Trademarks and GIs, WIPO


“'Made In': How the country of origin effect impacts business performance"

Dr David Reibstein, Professor of Marketing, University of Pennsylvania


"London State of Mind”

Jayne Barr, Interim MD, Marketing, London & Partners


Panel Discussion

Moderated by David Haigh, CEO, Brand Finance


10:45 - 11:15


Coffee and Networking


11:15 - 12:35 Session 2: Tourism

"The Benefits of Nation Branding: The GREAT Britain Campaign"

Conrad Bird, Director, The GREAT Britain Campaign


"Good Travel - Marriott Bonvoy"

Andrew Watson, VP Marketing, Europe, Marriott International


Panel Discussion

Moderated by Sally Bundock, News Presenter, BBC Global News

Joined by Chris Tarry, President of CTAIRA

12:35 - 13:30


Lunch and Networking


13:30 - 15:00 Session 3: Products

"Ferrari: The World's Italian Dream"

Lucia Pennesi, Marketing and Commercial Director, Ferrari


"Navigating Trust in a Perceptive World"

Zahariah (Liza) Abdul Rahman, Head of Group Strategic Communications, PETRONAS


"Parma Ham: Local Product in a Global Market"

Stefano Fanti, Director, Parma Ham Consortium



Moderated by Massimo Vittori, Managing Director, OriGIn


15:00 - 15:30


Tea and Networking


15:30 - 16:50 Session 4: Services

"Luxury Department Store Retailing – Survival or Ascent?"

Michael Ward, Managing Director, Harrods


"A Marathon, Not a Sprint: The Journey from being a National Champion to a Global Brand"

Abhinav Kumar, Chief Marketing Officer, Global Markets,TCS


"Harry Potter and the Temple of Doom: Branding Business at Oxford"

Dr Jonathan Reynolds, Deputy Dean, Oxford Saïd Business School


Panel Discussion

Moderated by Trevor Little, Editor, World Trademark Review


16:50 - 17:00


Closing Remarks by David Haigh, CEO, Brand Finance


17:00 - 21:00 Drinks Reception in the Terrace Room


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The Royal Automobile Club
89 Pall Mall


Tuesday 2 April 2019
08:15 - 17:00

Get in touch
T +44 (0)207 389 9400


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