On 15th of February 2007 in the context of the 28th Federal Fair in WEC (Moscow, Russia) was hold a conference “Life cycle of brand on Russian market”. The main purpose of the event was generalization of work experience of the most successful companies that were promoting their trade marks on Russian market in 2004-2006.
During the conference there were listened reports of the Heads and leading specialists of companies, which manage Russian trade marks (Sela, Incity-Fashion Continent, Newton Fashion Services). There also took place statements of specialists and analysts of consulting organizations – Solution Tree, Nordtex Corporation.
Gene Zarkin, the Founder of Branding Agency “Zarkin & Partners”, spoke with a report “Research of demand, reaction on changes of life cycle, preparation and realization of rebranding”. For 45 minutes Gene was talking about the ways of reducing the risk of loosing time and money while conducting repositioning campaign and how to make a strong position for the brand.
On the basis of all statements participants drew conclusions about marketing strategies of their own companies and discussed specific problems. At the end of seminar Gene Zarkin gave individual consultations to some members of conference.
