ketingmatters™ ee eC or crue crn 26/09/2012 Elangeni Hotel, Snell Parade Durban 4001 db DURBAN CHAMBER OF COMMERCE AND INDUSTRY Strategic Marketing Conference In Association with Marketing Matters Table of Contents Backgrounds... Notes from Speaker Presentations: Speaker #1- Brand Protection (Megan Reimers -Spoor and Fisher). Speaker #2~ “The Business Case for Sustainability” (Louise Duys- Unilever). Speaker #3 Sustainability reporting (Mags Shapiro ~ Social Capital Speaker #4— The New Food Labelling Act (R146) (Fiona Nortje— Unilever) Speaker #5~ The New Food Labelling Act: Practical Examples (Dale Tomlinson ~The Hardy Boys) Speaker #6~ The Impact Sponsorships can have on a Brand (Mike Ablett~ Speaker #7~ Brand Equity (Ollie Schmidt- Brand Finance). db Marketing Matters DURBAN CHAMBER OF Tel 031 764.3919 Jennifer@marketingmaters.co za COMMERCE AND INDUSTRY Page 1marketingmatters” Ce eon at earn et ence ec Background: ‘The purpose of these Strategic Marketing Conferences is to raise awareness in the business sector that marketers play a crucial, strategic role in creating a sustainable competitive advantage within any ‘company. In addition to this, these conferences create an environment where critical thinking is shared and the knowledge of strategic concepts and approaches gets dealt with Last year's conference was a great success in spite of competing for an audience with the COP17 convention, and as the inaugural event it truly set the bar high. This year's conference did not disappoint either ~ it revolved around Brands and Branding as a main focus, addressing topics such as Brand Protection, Brand Equity, the Impact of the Food Labelling Act on Brands, and Brand Squared (dealing with the relationship between Branding and Sponsorships). Speakers included representatives from Unilever, Social Capital, Brand Finance, Spoor & Fisher and the Sharks, and the wealth of knowledge shared on the day proved to be invaluable to the attendees Page2 db = DURBAN CHAMBER OF Tel 031 764 3919 COMMERCE AND INDUSTRY ‘eunfer@madcingnatescozemarketingmatters” Ce eon at earn et ence ec Notes from Speaker Present: Speaker #1- Brand Protection (Megan Reimers -Spoor and Fisher) IP = Valuable asset How do lcreate its value? ‘+ First, make sure that you know your brand inside and out -a “brand’ can touch almost anything... even pattern on a biscuit(as is the case with Oreo's) ora jingle (Like Tiger Wheel & Tyre's) ‘+ You create a valuable brand through creativity and innovation, through consistent use and promotion, ‘and ensuring its protection. ‘+ A.good brand does the following © should set you apart from another, © Indicates origin/connection with owner, © isa guarantee of quality, © andis a sign of a company’s acceptance of responsibilty Remember - you are either distinct or extinct! ‘+ If your brand is distinctive, it automatically carries more value (Happy Pet/Lucky Pet etc. vs Pampers ‘or Whiskers) + Be consistent with the use of your trademarked brand Page3 Marketing Matters Tel 031 764 3919 DURBAN. CHAMBER OF Jennifer@maketingmaters co za COMMERCE AND INDUSTRY