Brand Consortium--Spring 2008

This page describes the Brand Consortium which will be held on April 30, 2008 in Chicago, Illinois. It contains the topic and agenda for this meeting.

ISBM Brand Consortium—Brands Working Together: Ingredient Branding, Co-Branding, and Brand Alliances

A Joint Consortium of the:
Institute for the Study of Business Markets (ISBM), Penn State
and the Marketing Institute, Emory University

April 30, 2008

8:00 a.m. - 4:00 p.m.
The Westin O'Hare
Chicago, Illinois

ISBM consortia are focused meetings of professionals who are responsible for one facet of the marketing equation at their firm.

In this case we'll be gathering brand, marcom managers and marketing managers interested in managing their brands for greater impact and equity in the markets they serve. We typically focus these meetings around a specific topic. And, for this meeting, we're focusing on: "Brands Working Together: Ingredient Branding, Co-Branding, and Brand Alliances.”

OVERVIEW

Of the world's ten most valuable brands, six are B-to-B brands. Whether it comes to value extraction for new technologies, protecting revenue and profits when patents expire, staving off commoditization in maturing markets, expanding sales in networked markets with converging technologies, accelerating market penetration in short-cycle technological environments, or supporting organic growth, it is clear that brands matter. But, B-to-B markets present special challenges. It is not adequate to simply “borrow” branding practices from consumer packaged goods companies. This program focuses on what we know about brands working together in B-to-B markets. It also sets the agenda on what we would like to learn.

Practitioners are invited to become part of this dialog and community, which will be key in shaping the branding research agenda of the ISBM and the Marketing Institute. To share and learn from peers. To build a unique professional network in this area.

Agenda
Date	Time	Event
Tuesday, April 29	6:30 p.m. - 8:30 p.m.	Reception and Informal Networking
Wednesday, April 30	7:30 a.m.	Continental Breakfast
	8:15 a.m.	Convene/Overview
	8:30 a.m.	Roundtable Introductions (3-5 minutes each discussing): Who they are/their firm/their practice The key issues they see moving forward The key areas of research focus and B-to-B branding Their own experience/connections/desire to be involved in a "brands working together" situation Output: Definition of key issues and knowledge gap (what we know and what we don't know)
	9:15 a.m.	Break
	9:30 a.m.	Ingredient Brands and Business Performance Raj Srivastava, Institute for Brand Science, Emory University
	10:15 a.m.	Break
	10:30 a.m.	Case Study with Waldemar Pfoertsch--CEIBS and David Meyers, CEO and Kathy Hall, VP of Marketing--Microban
	11:15 a.m.	Case Study with Juergen Hohmann--Bayer MaterialScience "The Makrolon Story"
	12:00 p.m.	Lunch
	1:00 p.m.	Roundtable Panel: The key driving factors Ingredient Branding Dilemmas Guidelines for success Research issues/agenda Engagement/research support
	2:45 p.m.	Break
	3:00 p.m.	Summary/Wrap Up/Action Items-Moving Forward with the Consortium
	4:00 p.m.	Adjourn

Meeting Location

The meeting will be held at the:

THE WESTIN O’HARE
6100 River Road
Rosemont, IL 60018

A block of rooms is available at The Westin at a rate of $199 +tax a night until April 8, 2008; the block is under the name ISBM/Penn State. After April 8, room reservations will be on a space available basis.

Consortium Fee

ISBM/Marketing Institute Member: $250 US
Non-Member: $400 US

To register: Online Registration

Contact

Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, Pennsylvania 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu