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Brand Finance Global Forum 2017

03 February 2017, 08:30–14:15

Brand architecture: the foundation of shareholder value

Brands are some of the most valuable assets that companies possess but the profound effect they exert on financial performance, shareholder value and market capitalization continues to be poorly understood in some quarters. Finding the most effective way to structure brand assets is fundamental to maximize the value that they generate. Therefore, this year’s Brand Finance Global Forum examines the link between brand architecture and shareholder value.

Join us to hear from the highest profile brand leaders and financial analysts about the fundamental link between marketing and finance.


  8:30 -  9:00 Registration & Breakfast
  9:00 -  9:20 David Haigh, CEO, Brand Finance plc
  9:20 -  9:40 Abhinav Kumar, Chief Communications & Marketing Officer Europe, Tata Consultancy Services
  9:40 - 10:00 Philip Gorham, Senior Equity Analyst, Morningstar
10:00 - 10:20 Richard Kramer, Founder & Managing Director, Arete
10:20 - 10:40 Panel Session - Chaired by Christian May, Editor, City A.M.
10:40 - 11:10 Coffee Break
11:10 - 11:30 Axel Löber, Head of Corporate Branding & Strategic Communications Projects, Merck
11:30 - 11:50 Roger Scarlett Smith, Head of Global Categories, GSK Consumer Healthcare
11:50 - 12:10 Conny Kalcher, Vice President of Brand Development & Marketing Management, LEGO Group
12:10 - 12:30 Panel Session
12:30 - 12:45 David Haigh, CEO, Brand Finance plc
12:45 - 14:15 Lunch & Networking
03 February 2017, 08:30–14:15
Sponsored by
Tata Consultancy Services
Tata Consultancy Services (TCS) is a global leader in IT services, digital and business solutions that partners with its clients to simplify, strengthen and transform their businesses. We ensure the highest levels of certainty and satisfaction through a deep-set commitment to our clients, comprehensive industry expertise and a global network of innovation and delivery centers.
Tata Consultancy Services Website

Novagraaf is an international patent and trademark consultancy that advises clients on Intellectual Property strategy and management. Our expertise and day-to-day work includes advising on new ideas or new discoveries and inventions, and on strong brands, new brands or innovative new products. Whether trademarks, patents, domain names or designs, Novagraaf specialises in the protection and global management of Intellectual Property rights, including identifying abuse and acting decisively if and when infringements take place.

Novagraaf Website

The Institute of Practitioners in Advertising (IPA) is the trade association and professional institute for UK advertising agencies. Our 264 corporate members are primarily concerned with providing strategic advice on marketing communications, including creating and/or placing advertising. Based throughout the country, they are responsible for over 85% of the UK’s advertising agency business and play a pivotal role in advising the nation's companies on how they should deploy their total marketing communications spend of £42 billion.

IPA Website
Tong Qing Hao

Tong Qing Hao was founded in the first year of Qianlong (AD 1736). Since its establishment, every single tea leaf has been carefully collected, following the ancient rule of “Select Six Times, Sift Six Times”.

It was classed as an imperial tribute since Qing Dynasty, and is a presidential gift of China nowadays.

On 2nd April 2009, Chinese President Hu Jintao presented TQH to Queen Elizabeth II as a national gift from China.

Tong Qing Hao Website
In association with
City A.M.

City A.M., London's first free daily business newspaper, covers financial and business news as well as sport and contemporary lifestyle. City A.M. is distributed at more than 250 carefully chosen commuter hubs across London and the home counties, as well as 1,600 offices throughout the City, Canary Wharf and other areas of high business concentration, giving it a daily readership in excess of 399,000 professionals.

City A.M. Website
BAV Consulting

By marrying the discipline of financial management with the art of brand management, we help businesses understand and mine their most important asset: the relationship between their customers and their brands.

We do that by providing our clients with the tools to measure the value of their brands, identify what aspects of brand and customer interactions are creating that value, and specify how to manage the brand and its touchpoints to increase brand value. We enable companies to approach and manage their brands as value creators, rather than as cost centers.

BAV Consulting Website


David Haigh
Founder and CEO
Brand Finance

David is the CEO and founder of Brand Finance plc. David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as the Financial Director of The Creative Business and then as Financial Director of WCRS & Partners. He left to set up a financial marketing consultancy, which was later acquired by Publicis, the pan European marketing services group, where he worked as a director for five years.

David moved to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.

David has written many articles for the marketing and financial press on branded businesses and brand valuation and is the author of numerous publications. He also lectures on the subject of branded business, brand and intangible asset valuation at many of the leading business schools around the world.

Roger Scarlett Smith
Head of Global Categories

Before joining Brand Finance at the end of 2016, Roger led the GSK Consumer Healthcare integration with Novartis and was a founder member of the new JV Board, under the chairmanship of Sir Andrew Witty. This created a new global leader in consumer healthcare with sales of over £7 billion. He then created and led the new global marketing teams as global CMO for Consumer Healthcare, with a spend of over £1 billion. Before that, he had extensive regional leadership experience as president of North America, Europe Middle East and Africa, GM UK, Australasia. Each of these roles required strong performance management; new strategic choices: people, structure and culture change, Roger has decades of experience of building brands, acquisitions and disposals. Roger is based in London. 

Christian May
City A.M.



Christian May is Editor of City A.M., London's daily business newspaper with a readership of just under 400,000 professionals. Prior to this appointment he was Head of Communications and Campaigns at the Institute of Directors, the UK’s largest organisation for business leaders. He was responsible for the IoD’s public profile, campaigns and media activity, and took a leading role in shaping policy on areas including EU reform, immigration, infrastructure, innovation and tax reform. As spokesperson for the IoD, Christian appeared regularly across the broadcast media and in the national press, commenting on business on economic issues. He holds a degree in Politics from the University of Exeter and a Masters degree in Journalism from London’s City University. He has contributed to a wide range of national media outlets as a columnist and commentator, and was included in PR Week’s 2015 list of the 100 most influential PR professionals. He is a Freeman of the City of London and a Fellow of the British American Project.

Richard Kramer
Founder & Managing Director

Richard is the main founder of Arete (formed in 2000), the pioneer of the independent equity research space (prior to the Wall Street scandals of 2001-2003), based in London. For over 20 years he has focused on the wider mobile internet space, including smartphones, digital consumer products, advertising technology and other internet services. He is a frequent and highly-rated speaker at industry conferences, known for his frank dissection of industry hype and willingness to offer critical as well as positive comments on leading tech companies. Prior to founding Arete, Richard was ranked the #1 technology analyst  in Europe at Goldman Sachs for four years in a row. Prior to that, he worked for Nortel and at a prestigious Columbia University economics think tank.

Philip Gorham
Senior Equity Analyst

Philip Gorham, CFA, FRM, is a consumer strategist for Morningstar, covering the European consumer sector. Before returning in 2014 he served as equity analyst and associate director of equity research for the consumer staples sector for three years. From 2011 to 2013, he was an equity analyst for Federated Investors, covering the consumer sector for the firm’s global core equity and mid-cap growth funds. Previously, he was a market risk analyst at the RBS Group in the UK. Before that, he worked in fund valuation at Skandia Life Assurance Company Ltd in the UK. Gorham holds an economics degree from the University of Sunderland and a master’s degree in business administration and a master’s degree in accounting from the University of North Carolina. He holds the Chartered Financial Analyst® and certified Financial Risk Manager (FRM®) designations. He is a member of the CFA Institute and the Global Association of Risk Professionals and an affiliate member of the Market Technicians Association.

Axel Löber
Head of Branding & Communications Strategy

Axel Löber is Head of Corporate Branding & Strategic Communication Projects of German science and technology company Merck. He led the company’s transformational rebranding in 2015 and is responsible for the subsequent digital brand campaign #catchcurious. Before joining Merck in 2011 he held corporate and financial communication positions at pharmaceutical wholesaler and pharmacy operator Celesio and strategic communications consultancy Hering Schuppener.

Conny Kalcher
Vice President of Brand Development & Marketing Management
LEGO Group

Conny Kalcher joined the LEGO Company in 1985, and has held key management positions in departments ranging from toys and software to publishing, theme parks, innovation and marketing. She is currently Vice President of Brand Development & Marketing Management, with a special focus on building the LEGO brand across the world. Before this role, Conny was Vice President of Marketing and Consumer Experiences. Prior to this, Conny was Vice President - People, Culture and Corporate Communications, orchestrating the turnaround of HR strategy in cooperation with the LEGO board.

Conny holds a degree in International Marketing and has completed various senior executive education programs at Insead, IMD, Harvard and London Business School. Conny is a Non-executive Director of the Council of the Danish-UK Chamber of Commerce Limited and is a renowned international speaker on the subjects of Consumer Engagement, Loyalty and Advocacy (NPS).

Abhinav Kumar
Chief Marketing Officer, Global Markets
Tata Consultancy Services (TCS)

Abhinav heads the communications, marketing & government affairs divisions for Global Markets (North America, South America, Europe, UK, MEA and APAC) at Tata Consultancy Services (TCS), a global IT Services firm with revenues of US$19 billion and 417,000 employees based in 46 countries. The company’s brand was recognized by BrandFinance as this decade's fastest growing in its industry and valued at US$12.8 billion in 2019.

In a distinguished career at the company, Abhinav has held several leadership positions including serving as the CMO and CCO for TCS’s European and Latin American operations; and a range of leadership roles at the corporate office. His team has won 70 of the most prestigious Global awards for excellence in communications, marketing and branding. Abhinav was also named in Holmes Report’s “Innovator 25 EMEA” list, which recognizes the most creative marketing and communications leaders driving change in an era of disruption. Abhinav is also responsible for the company’s strategic relationships with the World Economic Forum (WEF) as well as National and European Union government organizations.

He holds an MBA in Marketing and is based in Brussels, Belgium.


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