From the West to the East: How local brands become global


American Chamber of Commerce
in the Czech Republic


3.11.2010, 15:00 - 3.11.2010, 17:00


AmCham offices, Dušní 10, Prague 1 Show on map


What steps need to be taken to ensure that the brand of your product or your company will be famous and well known all around the world? What ways need to be followed in order to become what´s called global brand? Are there any simple tips that can help companies and ensure the success when creating brand strategies? Or is the major role simply played by the chance and luck? Come to this seminar showing the West and the East approach to branding accompanied by the approach of the Czech brand where you have the chance to listen to success stories of Coca-Cola, the most valued brand ever, American Express, the global financial company which name is well known everywhere, Hyundai, which´s brand has recently become No.1 in brand loyalty among car shoppers and Velkopopovický Kozel, the most successful brand of Czech beers abroad and the Czech example of how clearly local brand can become successful abroad. Speakers: - Zdeněk Vilímek, Director,Corporate Identity,Public Affairs and Communication of Coca-Cola Northern Central Europe - Michael Fabián, Country Manager of American Express - Adriana Jahňáková, Brand Executive of Plzeňský Prazdroj - Rudy Lee, Managing Director of Firefly Branding Korea Moderator: - Jan Faflík, Director of Euro RSCG Experience Content: Zdeněk Vilímek: The Coca - Cola Company - 60 %of the value of the organization is in brands - undisputed world record. So how we build them? o Precious legacy and bright future - Coke, most valuable brand of all times o How we have build 500 other brands? Marketing research, Rand D, business model o Challenges of present time - How Organization - probably first example of global company, deals with current stage of globalization Adriana Jahňáková: Velkopopovicky Kozel - from a small Czech village to a global market player o Czech beer tradition o Kozel Brand strategy - finding new consumers abroad o Key triggers of success Rudy Lee: How Korean brands have become global brands? o Rising global automotive brand ‘HYUNDAI’ o Other Korean brands

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