'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.
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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08:30 - 09:00 |
Registration & Coffee |
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09:00 - 09:15 |
Welcome & Introduction |
Prof. Malcolm McDonald Emeritus Professor of Marketing, Cranfield School of Management Chairman, Brand Finance Plc |
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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 |
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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 |
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10:05 - 10:35 |
Transforming Brand Reputation: A service buisiness perspectiven |
Clare Sheikh Group Brand Director Vodafone Plc |
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10:35 - 11:05 |
Refreshment break |
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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 |
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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 |
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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 |
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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 |
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12:40 - 13:00 |
Concluding remarks |
David Haigh Chief Executive Brand Finance Plc |
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13:00 - 14:00 |
Buffet lunch |
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Workshop |
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14:00 - 14:45 |
Managing corporate brand & reputation. The criticality of brand value governance |
David Hensley Managing Director Brand Finance Plc |
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14:45 - 15:30 |
Reputation risk management: The case of Shell |
Tim Heberden Managing Director Brand Finance Australia |
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15:30 - 16:00 |
Refreshment break |
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16:00 - 16:20 |
Aeroflot case study |
Rupert Kemp Valuation Consultant Brand Finance Plc |
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16:20 - 16:40 |
Reporting results and building brand scorecards: The case of Petronas/Manulife |
Oliver Schmitz Managing Director Brand Finance South Africa |
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16:40 - 17:00 |
Using Coats of Arms as a symbol of corporate reputation |
Clive Cheesman Rouge Dragon Pursuivant College of Arms |
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17:00 - 17:30 |
The official launch of the Brand Finance Institute Campaign for Independent Brand Valuation |
David Haigh CEO Brand Finance Plc |
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17:30 |
Drinks reception at the Two Chairmen, Warwick House Street, Trafalgar Square |