The organizers of the conference were «Analytical bank magazine» and Club of heads of bank services in public relations and advertising. Over 150 representatives of various Russian and international banks and the companies have discussed possible strategy of development of a brand, have got acquainted with examples of practical realization successful rebranding, have considered regularity of this process, tools and mechanisms of brand promotion.
Irina Shipilova's report has caused live interest of conference participants. The main idea of her statement – whether rebranding is so necessary for development and promotions of products and services of the company –has been shown by the example of development of the international money transfers and payments system CONTACT. The system’s brand did not change during all time of promotion. Depending on tasks varied only its contextual filling. Nevertheless, it does not prevent CONTACT system to develops dynamically further. Today the system’s brand is one of the most recognizable not only in Russia, but also abroad. Brand has a powerful resource and a big potential of development.
Participants of conference were pleased with the event. Many of them have received answers to their questions: how to position in the market the developing company; how to advance small organizations in high competition conditions and how to increase efficiency of products sales and services.