A Brand is a Promise

As the theme for the Chartered Institute of Marketing's 2002 conference to be held at the Royal Lancaster Hotel in London on 22nd February, branding will be investigated in a number of ways.


Brands are invariably a company's most valuable asset. In an increasingly globalised and sophisticated market it has undoubtedly become easier for competitors to copy price, quality and service levels. In this environment the 'brand' is a company's real long-term guarantee of business success.

The greater the reputation of the brand the greater the opportunity for creating distinct competitive advantage - the result of which makes an immediate and positive impact on the bottom line.

From managing brands in a period of economic slowdown to translating brand values from an off-line environment to on-line. Managing brand resilience during periods of merger and acquisition, as well as maintaining an organisation's core brand values are all themes that will be discussed at the one day event.

Planned speakers include:

• Krishnan Guru Murthy, TV Presenter
  
• Dianne Thompson, Chief Executive, Camelot
  
• John Stubbs, Chief Executive, CIM
  
• Jane Frost, formerly Sales and Marketing Director, BBC Technology
  
• Alfonso di Ianni, Senior Vice President of Field Marketing, Oracle
  
• Jez Frampton, Managing Director, Interbrand
  
• James Knott, Brand Manager, Friskies Petcare
  
• Alan Gilmour, Brand and e-Marketing Director, Lloyds TSB Bank plc
  
• Peter Jackson, Sales Director, Consumer & Industrial Markets, KPMG.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.