International brand conference success for BBN Egypt

BBN Egypt has hosted Egypt’s first International Brands Conference in Cairo.  Attracting over 180 delegates, the focus of the event was on ‘branding in the crisis era’ and speakers presented a global perspective on how to manage brands during and beyond the recession.

Delegates came from many business sectors including food, pharmaceuticals, packaging, automotive and furniture.  All were keen to look beyond the current global recession to see how Egyptian companies can best export their brands internationally.
A key debate during the day was about globalising brands while ensuring they adapt to local market conditions.  Also of keen interest to the audience was the differentiation between brand management and product promotion and how these two activities both need to be managed by marketing directors and managers.

After the conference, Mr Hatem Salem, CEO of Brands & Branding said: “In Egypt we face two brand challenges.  The first is how to manage through this recession, but beyond that I see a market where our manufacturers have a keen interest in establishing Egypt as a quality producer. Exports are critical to my country and as today’s conference has shown, our manufacturing industries are more than ready to compete at a global level.”

BBN Executive Director Andrew Higgins attended on behalf of BBN and presented research into how brands are adapting to what he described as ‘climate change not weather change’ in consumer purchasing behaviour.  Commenting on the conference he said: “BBN Egypt has a pivotal role to play in ensuring North African and Arabian countries access the world markets.  The energy in the conference today makes it clear that this region is determined to be a major global exporter of well recognised brands.”