Registration

	Increase brand attractiveness effectively: Strategies, methods & instruments of integrated brand management
	26 & 27 March 2009 at WDR in Cologne The art of successful brand management is mastering the fine line between continuity and brand development. Starting point for defining the corridor of action is the brand positioning. The two-day event hosted by Eyes & Ears of Europe deals with the fundamentals and requirements of successful brand management by means of practical examples of brand management. It will point out the opportunities and pitfalls, the tops and the flops. The process will be illustrated with the help of a case study from GMK Markenberatung, beginning with the positioning of a brand and development of a corporate design up to the briefing of agencies. Workshop participants will develop a positioning for a brand family of a broadcast magazine that has proven to be successful in more than 10 years of brand consulting practice. This event is primarily aimed at decision makers in the fields of marketing, promotion, design and programme management at channels and production companies, as well as leaders in agencies in the media industry who want to learn more about brand management strategies and methods. Please note that the number of participants is limited to a maximum number of 20. The presentations will be held in German. Registration deadline: 20 March 2009 Any questions? Just give us a call: +49 (221) 60 60 57 10

	Speakers
		Hans Meier-Kortwig, Founder & Owner of GMK Markenberatung, Frankfurt/Main
		Hans Meier-Kortwig (37) focuses mainly on integrated brand strategies in consumer and industrial goods, the optimisation of brand portfolios/brand architectures and on the development of control tools for brand management. His clients include: BASF, Bauknecht, CMA, Douglas, Deutsche Bahn, Lufthansa Cargo, Mercedes Benz, Merck, Vaillant, Volkswagen, Warsteiner and Whirlpool. After his studies at Cologne University and London Business School, Hans Meier-Kortwig worked from 1997 to 1999 as consultant at d...c brand + design consultants in Frankfurt, from 1999 to 2001 as executive director of Branding Consumer Goods at the design.net AG (today: Peter Schmidt Group) in Frankfurt and from 2001 to 2005 as head of Brand Management Consulting at Marketing Partner in Wiesbaden. In 2006, he co-founded GMK Markenberatung in Frankfurt and Munich. He has also written numerous books on design and brand management.

		Ingo Gebhardt, Founder & Owner of GMK Markenberatung, Frankfurt/Main
		Ingo Gebhardt (37) is primarily involved in developing international brand programmes. This includes brand positioning, brand development, brand strategies, brand management and diversification. Clients include adidas, BMW, BMW Group, Continental, HT Hrvatski Telekom, Loewe, Siemens Mobile Acceleration, T-Mobile, Vaillant, Volkswagen, WINI Büromöbel and Zagrebacka Banka. After his design studies at Hildesheim University of Applied Sciences and a master course in design management at Braunschweig University, Gebhardt worked from 1998 to 1999 as head of 2D design at CDC Communications Design & Consultancy GmbH in Frankfurt/New York and from 1999 to 2000 as consultant at d...c brand + design consultants in Frankfurt. From 2000 to 2005 he was managing director at Interbrand Zintzmeyer & Lux in Cologne/Munich. In 2006, he co-founded GMK Markenberatung in Frankfurt and Munich.

26 March 2009

Programme

			Time			Topic			Speaker
			11.00			Welcome			Helfried Spitra Wout Nierhoff
			11.15			Introduction of the participants
			11.30			'Everything is brand & brand is everything' – Basics of efficient brand management
			13.00			Lunch break
			14.00			Case study: Brand repositioning I Brand approach as central benchmark
						Discusssion
			15.15			Break
			15.30			Case study: Brand repositioning II Brand guide as a control tool for brand management
						Discussion
			16.45			Break
			17.00			Case study: Brand repositioning III Create a tangible brand: How to use the brand guide
						Discussion
			18.00			Summary
			18.15			End of the first day

27 March 2009

Programme

			Time			Topic			Speaker
			9.00			Get together
			9.30			Development of a brand family for a broadcast magazine – Briefing
			10.00			Work session I – Development of world view & the brand's role, brand approach (1st part)
			11.00			Break
			11.15			Work session I – Development of world view & the brand's role, brand approach (2nd part)
			12.45			Lunch break
			13.45			Work session II – Challenges & brand value development, brand guide definition (1st part)
			15.00			Break
			15.15			Work session II – Challenges & brand value development, brand guide definition (2nd part)
			16.00			Summary
			16.30			Evaluation
			17.00			End of the event

	Programme
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