Richard Melson

December 2005

Russia Marketing

Annual Brand Leaders Summit


13-14 December, 2005

Swissotel, Moscow

The third meeting of the leaders of the largest companies on the Russian

market is dedicated to the management of a brand as a business asset.


December 13, 2005

10.15-12.00 Session 1. Measuring the Return on Brand Investment.

12.20-14.00 Session 2. Managing a brand while M&A. Strategy of internal and external communications.

15.00-16.40 . Session 3. Gaining The Ear Of The CFO & Proving The Demonstrable Effect Of BrandInvestment On Intangible Values And Tangible Metrics Such As Stock Price.

December 14, 2005

10.00 -12.00 Session 4. Innovation In Business Strategy & Process - Carving Out A More Corporate,

Strategic Role For Branding. Defining exactly how much importance should be placed on the

consumer and how much credence should be given to customer insight - where should the customer

fit into corporate objectives?

12.20-14.00. Session 5. Rebranding Without a Crisis: The Challenge of Undertaking A Rebranding

Effort When Business Is Good. Moving the brand beyond the category and appraising whether this is

the correct focus for the business: to extend or not to extend?

15.00-16.40. Session 6. Brand Protection Strategy as a way of business growth.

Franchise and License.

17.00 Reception

Speakers and Summit participants: Chiefs and Officials from Ministry of Economic Development and Trade, CEOs and GMs of Russian and Foreign owners of the most successful brands on the Russian market as well as professionals from the leading Research and Investment companies.



Business Owners and General Managers

Vice Presidents and Directors of: Marketing, Corporate Communications, Corporate Brand/Identity, Public Relations, Brand Management and Advertising

Corporate Planners

and all other professionals involved in developing winning brands.


Exploring and what a strong brand can do for your overall company value

Synergistic branding; what are the synergistic benefits of your brand (multiple channel)

Measuring brand effectiveness across channels

Assessing the total value of your brand

Harmonization of brand portfolio after merger/acquisition; brand valuation after consolidation

Discussing how to use your brand in campaigns(long term repositioning/price level/managing the crisis)

Understanding the value of Brand protection

Leveraging brand equity to improve investor relations

Registration fee per one person from a company is 875 euro (synchronic translating, Summit booklet, coffee breaks, lunches and reception are included).


+7 (095) 787 85 62/63 p.

+7 (095) 298 17 07 f.

Front Page ========================================================= United Russia Gets 28 Out of 35 Seats By Francesca Mereu / Staff Writer United Russia steamrollered rival parties in weekend elections to win 28 seats in the 35-member Moscow City Duma, according to near-complete election results released Monday. ---------------------------------------------------------- Rodina's Votes Go Left, Not to LDPR By Nabi Abdullaev / Staff Writer With Mayor Yury Luzhkov's United Russia ticket widely expected to sweep the board in Sunday's City Duma elections, attention in the last days of the campaign focused on which party or parties would scoop up the votes of the nationalist Rodina party, which was barred from the elections over a xenophobic campaign ad. ---------------------------------------------------------- A U.S. NGO Made in Moscow By Stephen Boykewich / Staff Writer Plans are in the works to set up a Washington-based think tank that would be funded with Russian money and combat the U.S. perception of Russia "as a bad pupil," Kremlin-connected consultant Gleb Pavlovsky said Monday. ---------------------------------------------------------- Nazarbayev Elected With 91% By Jim Heintz / The Associated Press Kazakh President Nursultan Nazarbayev was re-elected by a 91 percent majority, according to election results released Monday that the opposition said should be declared invalid. ---------------------------------------------------------- ========================================================= Opinion ========================================================= Winners and Losers in the Moscow Elections By Nikolai Petrov These were the first elections held after the completion of a major electoral reform, testing both its innovations and the adjusted strategies of the political forces. ---------------------------------------------------------- The Dilemma of None of the Above By Alexei Pankin When my young daughter thinks that her parents' demands are excessive and unreasonable, she lets us know by saying calmly, "No, no, no!" ---------------------------------------------------------- A Developing Rogue State By Alexander Golts An anonymous defense industry source made headlines last week by announcing that Russia had finalized a $1 billion arms deal with Iran. ---------------------------------------------------------- ========================================================= News ========================================================= Descendants Call for Tsar's Rehabilitation By Anatoly Medetsky / Staff Writer Descendants of the last tsar are urging the Prosecutor General's Office to exonerate Tsar Nicholas II, his wife and five children as victims of political repressions. ---------------------------------------------------------- Putin Orders Changes to NGO Bill By Anatoly Medetsky / Staff Writer President Vladimir Putin on Monday ordered amendments to a controversial bill on nongovernmental organizations, saying the government must take into account concerns expressed by the Council of Europe and the Public Chamber. ---------------------------------------------------------- United Russia Wins By-Elections By Carl Schreck / Staff Writer United Russia candidates Stanislav Govorukhin and Sergei Shavrin emerged victorious in Sunday's two State Duma by-elections in Moscow, beating out liberal satirist Viktor Shenderovich and jailed former army commando Vladimir Kvachkov, respectively. ---------------------------------------------------------- Lavrov Lashes Out at West The Associated Press Foreign Minister Sergei Lavrov harshly criticized foreign interference in the domestic affairs of other former Soviet nations and accused foreign-funded nongovernmental organizations of distorting Russia's image abroad. ---------------------------------------------------------- Lavrov Seeks OSCE Reform The Associated Press Foreign Minister Sergei Lavrov on Monday called for the "thorough reform" of the Organization for Security and Cooperation in Europe, which Russia has been harshly criticizing. ---------------------------------------------------------- Toll in Pool Collapse Rises to 14 The Associated Press The snow-covered roof of a swimming pool in the Perm region collapsed onto parents and children in a deluge of concrete and metal, killing 14 people, including 10 children, officials said Monday. ---------------------------------------------------------- Residents of Nalchik Tell of Beatings and Torture The Associated Press Relatives of men killed in an assault on police in Nalchik said in a letter Monday that the violence had been rooted in official repression of Muslims, and accused authorities of beating and torturing the suspects. ---------------------------------------------------------- Ukraine Says Bird Flu Under Control By Mara D. Bellaby / The Associated Press Ukrainian President Viktor Yushchenko said Monday that an outbreak of bird flu appeared to have been contained, but urged Ukrainians to be vigilant and cooperate with authorities. ---------------------------------------------------------- 58 Jailed in Andijan Rebellion The Associated Press Courts in Uzbekistan have convicted another 58 alleged participants of the May uprising in Andijan and sentenced them to up to 20 years in prison, officials said Monday. ---------------------------------------------------------- Georgian Accused of Throwing Grenade at Bush Goes on Trial The Associated Press The trial of Vladimir Arutyunyan, who faces life in prison for allegedly trying to assassinate U.S. President George W. Bush and Georgian President Mikheil Saakashvili in May and for killing a policeman in a shootout before his arrest in July, opened in the Tbilisi City Court on Monday. ---------------------------------------------------------- Ex-Bodyguard Didn't Warn Gongadze The Associated Press A former presidential bodyguard said Monday that he did not warn Ukrainian journalist Heorhiy Gongadze that high officials were allegedly conspiring against him because the threats were too vague. ---------------------------------------------------------- Monument to Soviet Repression Vandalized Reuters Vandals daubed swastikas on a monument to victims of repression under Josef Stalin in Belarus, a leading member of the country's Jewish community said Monday. ---------------------------------------------------------- Rights Activists Remember a Soviet Rally The Associated Press Veteran rights activists on Monday commemorated the 40th anniversary of a key opposition rally that is regarded as the start of the Soviet dissident movement, and said democracy and civil society were again under threat in today's Russia. ---------------------------------------------------------- Romanova, Fyodorova Quit Ren-TV The Moscow Times Outspoken Ren-TV anchor Olga Romanova and the channel's news editor, Yelena Fyodorova, submitted their resignations Monday, citing differences with management over editorial policy. ---------------------------------------------------------- Liberal President to Some, Mild Dictator to Others By Michael Steen / Reuters Asked by a visiting U.S. reporter if he was a dictator, Kazakh President Nursultan Nazarbayev said recently: "Judge for yourself," and rattled off statistics on the country's free media. ---------------------------------------------------------- ========================================================= Business ========================================================= Reiman Strikes Back at Allegations By Maria Levitov / Staff Writer IT and Communications Minister Leonid Reiman lashed out Monday against a recent report that named him a "central figure" in an international money-laundering investigation. ---------------------------------------------------------- Rest of UFG Sold to Deutsche Bank By Elena Logutenkova and Torrey Clark / Bloomberg Deutsche Bank, Germany's biggest bank, has agreed to buy the remaining 60 percent of United Financial Group as Moscow's rising stock market attracts investment from some of Wall Street's largest securities firms. ---------------------------------------------------------- Alekperov Warns Europe of Rising Oil Price Reuters "We will ensure that Europe is no longer oversupplied with Russian oil," Alekperov told German business daily Handelsblatt. ---------------------------------------------------------- Top Refinery to Be Located on Pacific Reuters The country's No. 2 oil official said on Monday that a planned Pacific coast refinery could have a capacity of 20 million tons (400,000 barrels per day), although the plant's location is still hotly disputed. ---------------------------------------------------------- Gridlock Taking Its Toll on City's Development By Conor Humphries / Staff Writer Doubling the length of the Moscow metro, banning free parking in the center and moving offices beyond the city limits were among suggestions to solve the city's traffic crisis at a forum last week. ---------------------------------------------------------- Small Businesses Hit by New Privatization Plans The Moscow Times Moscow's small businesses renting their premises from the city government could lose out under legislation aimed at privatizing city-owned property. ---------------------------------------------------------- Builders Charged in Fraud Probe The Moscow Times Two senior managers from a construction company have been charged with fraud, Moscow Region Prosecutor Sergei Vasilyev said on Monday. ---------------------------------------------------------- Oil Stabilization Fund Hits a Record $44Bln Combined Reports Russia's windfall oil fund rose to a record $43.6 billion in November as the country continued to benefit from higher-than-expected prices for fuel. ---------------------------------------------------------- Ruble Falls to Low Vs. Dollar Reuters The ruble fell to 29 to the dollar on Monday, its lowest since Oct. 2004, after a reweighting of the Central Banks target currency basket signaled its readiness to accept greater market volatility. ---------------------------------------------------------- Mystery Swirls Around Eni Meeting The Moscow Times A much-anticipated visit to Moscow by the head of Italian energy giant Eni was shrouded in mystery late Monday after Gazprom said it had not taken place. ---------------------------------------------------------- Business in Brief ---------------------------------------------------------- ========================================================= Sports ========================================================= Plushenko Lands in Spotlight By Pritha Sarkar / Reuters As a three-time world figure skating champion, Yevgeny Plushenko could have been forgiven for thinking he was one of the most recognizable figures in Russia. ----------------------------------------------------------

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Monday, December 5, 2005