The first International Brand Strategy Conference began yesterday at Tehran Summit Convention Center. As many as 193 private and governmental institutions are participating in the two-day event, which seeks to emphasize the role of branding in the country's economic development and supporting the national brands to have a stronger presence in the global markets.
The conference opened with a message from Chairman of the Expediency Council Akbar Hashemi Rafsanjani, saying, "Iranian brands and quality products must represent Iran's culture and help to counter the waves of Islamophobia and Iranophobia."
“Brand should not be viewed as merely an instrument in the hands of industrialists to generate higher revenues. Rather, it is a national asset that guarantees the nation's dignity and changes the lifestyle of people all over the world,” said Rafsanjani, noting that Iran’s reputation is closely tied to the products it exports.
A number of high-profile international scholars including Philip Kotler, an acclaimed marketing professor from America; David Aler, professor of brand and branding strategies; and Alain Galaski, the director-general of European Brands Association are scheduled to speak at the conference.
The conference will provide an overview of the opportunities and challenges facing branding professionals, including: the importance of brand strategy, social branding, brand and social responsibility, corporate and brand values, branding and brand strategies, brand architecture, brand valuation and evaluation, brand and public relations and advertisement, Iran's access to the global markets, and branding for Halal products (produced in accordance with Islamic Sharia law).
Secretary of the conference, Mohammad Azadi addressed the event, saying: “Brands play an important role in today's global marketplace, but have received little attention so far. The aim of this conference is to bring together the experts in the field to share their opinions.”
