Executive Forum Innovations in Export Strategy Consultation

Changing Perceptions: National Branding – Implications for Strategy

PRESENTATIONS

Wednesday 14 June

Opening Speech, Mr. Romulus Nicolae Buzdun, Undersecretary of State for Foreign Trade, Ministry of Economy and Commerce, Romania

Session 1: The Value of Branding in Export Strategy: Concept, Rhetoric and Practice

• Mr. Simon Anholt, Policy Advisor, UK
• Mr. Shyam S. Agrawal, Resident Director, India Trade Promotion Organisation, India
• Mr. Costin Lianu, Director General, Ministry of Economy and Commerce, Romania

Session 2: Is Branding a Two-Edged Sword? Changing Perceptions: Branding from the Inside-Out

• Mr. Anton J. Said, ITC
• Ms. Renata Sanches, General Coordinator, Projects Unit, Brazilian Export Promotion Agency, Brazil
• Mrs. Aparna Dutt Sharma, Director, India Brand Equity Foundation, India
• Mr. Olufemi Boyede, CEO, Koinonia Ventures Ltd, Nigeria

Session 3: Building a Reputation as a Credible Exporter: Is Branding Enough?

• Mr. Paul Regis, Assistant Programme Officer, WIPO
• Mr. Haytham Deyab, Executive Director, Egyptian Export Promotion Center, Egypt
• Mr. Asim Calis, Expert, Export Promotion Center of Turkey, Turkey

Session 4: The Scope of a Branding Strategy: National, Sectoral or Enterprise-Level?

• Mr. Renato Pleno, Chairman, Philippine Exporters’ Confederation, Philippines
• Mr. Osman Ataç, Chief, Enterprise Management Development Section, ITC

Thursday 15 June

Session 1: Stimulating Innovation and Managing Intellectual Property – Implications for Brand Strategy

• Mr. Paul Regis, WIPO
• Mr. Stuart Symington, CEO, Fresh Produce Exporters’ Forum, South Africa
• Mr. Adargelio Garrido de la Grana, Secretary General, Habanos S.A. Corporation, Cuba

Session 2: Targeting the Brand: Global, Regional or Local?

• Mr. Simon Anholt, Policy Advisor, UK
• Ms. Esther Kanaimba, Botswana Export Development and Investment Authority, Botswana
• Mrs. Najah Al-Momen, Head, Industrial Exports Development, Kuwait
• Mrs. Jelica Grujic, Advisor, Ministry of Foreign Trade and Economic Relations, Bosnia and Herzegovina

Session 3: Key Considerations of a Branding Initiative: Who Leads? Who Does What?

• Mr. Anton J. Said, ITC
• Mr. Lance Wickman, Chief Operating Officer, Enterprise Mauritius, Mauritius
• Mrs. Lydia Prosscovia Ochieng-Obbo, Specialist, Institutional Development & Policy Specialist, USAID / SCOPE

Session 4: Measuring the Impact of a Branding Initiative – What is 'Best Practice'?

• Mr. Simon Anholt, Policy Advisor, UK
• Mr. Diego Mosquera, Manager – Quito Office, Corporation for the Promotion of Exports and Investment, Ecuador
• Mr. Florin Vrejoiu, Executive President, Association for IT and Electronics (ARIES), Romania

Friday 16 June

Session 1: The Ingredients of a Successful Branding Initiative within the context of a National Export Strategy

• Mr. Costin Lianu, Director General, Ministry of Economy and Commerce, Romania
• Mr. John Mathew, General Manager, Export-Import Bank of India, India