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BrandFinance® London Banking Forum '12

01 February 2012, 08:30–17:00

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.

Who Should Attend

CEOs, CMOs, CFOs and senior managers of corporate brands.

Programme


BrandFinance® Banking Forum 2012

Bank Brands: What really matters; Country of origin, product innovation or customer service?

08:30 - 09:00

Registration and Coffee

 

09:00 - 09:10

Welcome and Introduction

Brian Caplen

Editor

The Banker

09:10 - 09:35

Managing a Brand in turbulent times

Claire Fulda

Group Head of Advertising and Branding

BNP Paribas

09:35 - 09:50

The changing landscape for Bank Brands in 2012

David Haigh

Chief Executive

Brand Finance Plc

09:50 - 10:15

Managing reputation through customer service and product innovation? 

Ian Ewart

Head of Products, Services and Marketing

Coutts

10:15 - 10:45

Refreshment break

 

10:45 - 11:15

Managing a Brand in turbulent times

Chris Clark

Group Chief Marketing Officer

HSBC

11:15 - 11:45

Leadership in innovation: Akbank’s emergence as “Turkey’s Innovative Power”

Hakan Binbaşgil

Board Member and CEO

Akbank

11:45 - 12:15

Results of the annual banking 500 League Table - what are the trends?

David Haigh

Chief Executive

Brand Finance Plc

 

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

12:55 - 13:00

Conclusion

David Haigh

Chief Executive

Brand Finance Plc

13:00 - 14:30

Buffet lunch

 

 

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/

14:30 - 14:45

Introduction: How to enhance branded business performance in the Banking sector

David Haigh

Chief Executive

Brand Finance Plc

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

15:15 - 15:30

Open panel discussion

 

15:30 - 16:00

Refreshment break

 

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.

 

Peter Farnell-Watson

Director

VI360

16:30 - 16:50

Open panel discussion

 

16:50 - 17:00

Conclusions: Creating and preserving a convincing business case for brand innovation

Richard Gowar

Director of Brand Strategy

Brand Finance Plc

Leveraging your bank's brand identity and behaviour in times of change

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].

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British Bankers’ Association (BBA) Pinners Hall  105 – 108 Old Broad Street London EC2N 1EX
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