Second Roundtable on Branding in Japan. Brand Mythology: results-driven strategies to leverage the b

Venue: Four Seasons Hotel

Location: Tokyo, Japan

Event Date/Time: May 28, 2003 End Date/Time: May 28, 2003
Early Registration Date: Mar 31, 2003
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At a time when all eyes are on the practices and integrity of companies, the upper echelons of management – charged with increasing shareholder value – are taking up brand management with renewed vigour, as an integral part of corporate strategy.

By their very nature brands are intangible and so crafting a winning brand can be an elusive exercise. However, even the most successful brands, which embody a story and personality of their own, reveal common properties that can be identified, evaluated and exploited. Taking a pragmatic approach, this Roundtable will seek to explain how successful brands are established, sustained and protected to achieve long-term growth and profitability.

Issues to be discussed at the Roundtable:
Fusion of the brand and business strategy
Brand management in crisis and recession
Delivering global brands in foreign markets
Industrial versus consumer sector branding – what are the fundamentals?
Revisiting consumer markets – cutting-edge trends driving consumer behaviour
Measuring brand performance: return on investment
How does branding via the Internet drive consumer behaviour?
Maximising synergies with your brand portfolio
Global and local case studies of failure and success in various industries
With shared experiences at the highest level of brand management strategy, the participants in this seminar will create a new framework for thinking about branding and its role in corporations doing business in Japan. As with all Economist Conferences, the tenor of the debate will be robust, open and unafraid to challenge accepted wisdom. Informal yet structured, the Roundtable will conclude with a reception


2-10-8 Sekiguchi, Bunkyo-ku