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Managing Brands and Building Reputations

Hilton Dublin Hotel, Dublin, Ireland 12-13 May 2003

In Association with TecBrandand and a guest session from HP

Overview

Brand strength is critical in today's business environment, as cautious customers turn first to companies that are both familiar and have a strong reputation. Brand strength translates into faster consideration, shorter sales cycles, and ultimately, more business. As a result, services companies are investing now in growing their marketers' knowledge of and competence in brand management.

But building a strong services brand is challenging—and is not the sole responsibility of the brand manager. It requires comprehensive and sustained action within and across companies, driven by all marketing staff. ITSMA's Managing Brands and Building Reputations workshop will give services marketers the skills and techniques they need to make the right brand promise to key stakeholders, build internal support and understanding, and to deliver on the promise.

The workshop will highlight the close connection between brand and reputation, emphasising the practical steps all marketers can take to amplify a good reputation and thereby build a strong services brand.

Who Should Attend
Marketers involved in creating service brands, designing service offers, managing internal communications, or measuring and marketing client's perceptions of value delivered will find this workshop valuable.

Delegates who attend with team members, responsible for one or more of these areas, will benefit most. We strongly encourage two or more participants from each organisation to attend in order to maximise the value of the breakout exercises during the workshop, and the transfer of learning back into the workplace.

Key Benefits
Delegates will leave with:

• A stronger appreciation of the ways in which reputations and brands are created
• An improved understanding of specific requirements for building services brands
• An understanding of how to communicate the brand in all aspects of their clients' experience
• A greater ability to use position their brands in target markets
• A guide for launching or re-launching a brand
• New techniques for improving ongoing brand management
• Techniques for improving brand consistency throughout their organisation
• Techniques for measuring brand strength and value
• A personal action plan for applying key aspects of the workshop to their organisation

Workshop Leaders

Beverley Burgess
Professional Services Director, ITSMA Europe

With over a decade of experience in marketing, primarily in business-to-business technology and professional services organisations, Beverley brings a wealth of knowledge and enthusiasm to this workshop. She has created and implemented a full range of corporate and marketing strategies in Europe, North America, and Asia for companies such as Biomni, BT, Cable & Wireless, Centrica, Dealogic, Epson, Ericsson, Pitney Bowes, Russell Reynolds, and United Utilities.

Beverley has successfully designed and run training workshops on services marketing since 1996, and has extensive experience building brands and managing reputation within technology service businesses.

Beverley holds an MBA in strategic marketing, gained in 1998 with distinction, and a BSc Honours degree in business and psychology. She is a Chartered Marketer and full member of the Chartered Institute of Marketing.

Sara Sheppard
Associate Director, Learning and Advisory Services, ITSMA Europe

Sara Sheppard brings a significant level of relevant expertise and experience to ITSMA Europe, including over ten years in the IT industry working for Digital, and more recently as a senior marketing manager for Microsoft.

Her expertise has touched most areas of marketing, but her particular passion is service development and launching new service offers to a market. At Digital and Microsoft she was involved in a number of exciting new service offer ventures, often taking the companies into new investment areas requiring significant business justification.

Sara's role with ITSMA Europe is to deliver results for members in both learning and advisory projects. Sara's experience in coaching enables her to act as a mentor for ITSMA's Services Marketing Professional Programme in Europe.

Sara has an MBA from Cranfield, is a chartered marketer and full member of the Chartered Institute of Marketing. She has been an examiner for the Chartered Institute of Marketing's Diploma course, and was actively involved on the Institute's Advisory Board for a recent Canon of Services Marketing.

Schedule

Registration Information
Event Date:	12-13 May 2003
ITSMA Europe Member price:	$1,680 (appoximately £1,200 or €1,920)
Non-member price:	$2,100 (approximately £1,500 or €2,400)
To Register:	You can also register by phone at +44 (0) 1892 523060.
	Workshop attendance is limited to 25 participants.
Event Location:	Hilton Dublin Hotel Charlemont Place Dublin Dublin 2 Ireland Phone: 353-1-4029988 Fax: 353-1-4029966 Website: http://www.hilton.com
Hotel Information:	The hotel is a 10-minute walk from the main shopping and cultural centre, Grafton Street, overlooking the historic Grand Canal. IFSC (Financial Services Centre) is 10 minutes by taxi. Trinity College and O'Connell are a 15-minute walk from the hotel.
Room Rates:	Hotel accommodation is the responsibility of the registrant. A block of rooms has been reserved on a first-come, first-served basis at the Hilton Dublin Hotel. We encourage making arrangements as soon as possible to ensure room availability.
	Please indicate that you are attending ITSMA Europe's Forum to receive the specially negotiated room rate of 140 EU Bed & Breakfast.
Dress code:	Business casual

Fees include continental breakfasts, lunch, workshop materials, and a special networking reception. Please note that if payment is not received by the start of the event, a credit card or other form of payment will be required for entry to the workshop.

Cancellation Policy
Any cancellations or substitutions must be in writing. Send any notices to ITSMA Europe, 8 Mount Ephraim, Tunbridge Wells, Kent, TN4 8AS, UK or via email to info@itsma.com.

You may cancel your enrollment without penalty up to ten business days before the start of the event. A £200 administration fee will be imposed for cancellations received after this data. Non-attendance without cancellation will incur the full event fee. Substitutions approved by ITSMA Europe are permitted up to the start of the event.

Satisfaction Guarantee
ITSMA Europe guarantees your complete satisfaction with this event. If, however, you are not satisfied, we will provide you with a full refund of your money, or provide a credit towards another ITSMA offering.

About TecBrand
TecBrand is an award-winning provider of marketing services to clients in the European technology sector. TecBrand integrates design, direct marketing, advertising and emarketing to create high impact campaigns that build brands and drive sales. TecBrand is based in Dublin, Ireland. For more information, contact: Don O'Sullivan at (353 1) 6621102 or dosullivan@tecbrand.com, or visit the company web site at www.tecbrand.com.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.