MARKA 2001 |
| The significance of powerful brands that excite employees, create company loyalty, and make their customers happy is making itself felt more and more every day in business today. Although the importance of the strength and permanence of the brand's identity is constantly growing, forming close bonds with the customer is becoming a necessity and corporate policy.
Given the tough rules of competition and potential crises of the present day, the objective of the MARKA 2001 CONFERENCE was to examine the factors that contribute to the strengthening and permanence of brands, and ascertain the aspects that establish brand value. The conference was informative in brand strategies and brand communication. It also offered new horizons in brand management, thereby exponentially multiplying the success that was achieved in this field beginning with the MARKA 2000 CONFERENCE. BJ Cunningham Managing Partner, Kunde&Co (London) Director of the MARKA 2000 Conference BJ Cunningham joined us once again. BJ Cunningham is a brand expert known for his provocative approach, who garnered great acclaim for his exceptional performance the previous year. He is known for his radical ad campaigns and his Death Cigarettes brand, which ended up at the European Court of Justice. The bad boy of the advertising world, always in the media and the public eye, is very happy to be back in Turkey for the MARKA 2001 CONFERENCE. Gerard Staedelin The Manager of New Markets Development and Responsible for the Turkish Market Strong Brands' Fight for Survival Harley Davidson: One of the oldest representatives of the “building a strong brand” concept in the global market. It goes beyond just being a motorcycle brand; it is more of a lifestyle choice. It is a name that experiences all the advantages and disadvantages of being a powerful global brand. It is also the story of an incredible rise, followed by dire straits, and a return to the olden days of glory. Alexander Lopukhin Vice President Public - Relations, Aeroflot Russian International Airlines Strong Brands' Fight for SurvivalCommunication strategies and the impact of brand strategies on the company underlying the image change Aeroflot, a Russian airline company underwent were shared with the audience. The presentation provided us with ideas as to the methods of achieving brand success in a market as large as Russia. BJ Cunningham MARKA 2001 Conference Director New Value EconomyRoles and rules are changing. Your strongest bond with the customer, is the brand you manage to create. The consumer is increasingly becoming more attached to the brand identity of the products they use; nowadays, there is ruthless competition for market share among companies. BJ Cunningham shared insights as to how to survive in this New Value Economy with the audience. Marcus Brown Bussiness Development Partner, Rainey Kelly Campbell Roalte / Y&R Creative BrandsWhy is it that brands with a soul make it? The importance of being able to communicate! What is brand experience? We had the opportunity to find answers to all these questions from Marcus Brown of Young & Rubicam, one of the leading international advertising-communication firms in the world. During this session, the audience heard about the branding secret underlying the remarkable rise of Virgin. Andrew King Creative Director, Landor, Paris Children and BrandsThe impact of brands on children has presently become a fact that must not be overlooked. We found the opportunity to learn about the striking results of the research study conducted by Landor International on European children, and the true factors that underlie children's brand preferences. Salih Memecan Sizinkiler (the creator of Limon and Zeytin) Limon & ZeytinA duo loved not only by children, but by young and old, everyone alike. Limon and Zeytin. The best example in Turkey of cartoon characters that have become brands the world over. Their achievements continue to grow in cyberspace, thanks to www.sizinkiler.com. We listened to their story at MARKA 2001, from the point of view of their creator. Aubrey Ghose Creative Director, Allen International Changes to Corporate IdentityHow continuous is the reliability and earnestness of corporate brands? Examples were offered as to the changes, impact, and content of the changes desired in corporate brands. Aubrey Ghose from Allen International joined us at MARKA 2001. He shared with the audience the international branding efforts of Allen International, and their support of Garanti Bank in the Turkish market. Mark Ritson London Business School / Jan Hildigstam – Managing Director, Tetra Pak, Turkey Segmentation and DifferentiationChanging consumption habits and environmental influences have made segmentation and differentiation in the product portfolios of today and tomorrow, a necessity. In this session, we examined how strong brand respond to the consumer's changing needs and desires by contributing an added value, through examples provided by two experts in this field. Sharon Drew Morgen Consultant and author Brands and Their Impact on the Purchasing ProcessUp to the present, brand managers have used various marketing techniques to make sure their customers purchase their products. However, knowing what the market needs and what customers want during times of economic crises has become increasingly more important. In her presentation, Sharon Drew Morgen shared with the audience the customer's purchasing process, factors that influence the decision to make the purchase, and the impact of the brand concept on this process, and explained how companies can boost their market shares accordingly, with examples. Silvia N. Bonaccorso Vice President, Marketing & Medical Services Brands and Crisis ScenariosHow do economic crises impact brands? Vice President of Marketing and Medical Services of Merck & Co. Silvia N. Bonaccorso assessed brands within the context of various crisis scenarios, and shared her experiences and recommendations on the issue with the audience of MARKA 2001 with her colorful presentation and animated narration. Vuslat Doğan Sabancı CEO, Hurriyet Newspaper Brands and MediaBrand communication from the media's perspective… The meaning of brands in the rapidly changing world of media… Vuslat Dogan Sabanci, CEO of the newspaper Hurriyet shared her experiences and views on the media/brand relationship with the audience. |