About Brand Conclave

Brand Conclave is the biggest brand management workshop in India addressed every year by one of the world's leading experts on marketing and branding. Now in its 13th year, the workshop is attended every year by more than 250 delegates from all across the country.

Past speakers include Al Ries, Laura Ries, Jean-Noel Kapferer, Lynn Upshaw, Clyde Fessler, Kevin Lane Keller, Erich Joachimsthaler, Bernd Schmitt, John Philip Jones, Nicholas Ind, Erik du Plessis, David Meerman Scott and Tim Calkins.

CII is organizing the 13th edition of Brand Conclave scheduled for 19 December 2014 at The Oberoi Grand, Kolkata.

About Jan-Benedict E M Steenkamp

Jan-Benedict E.M. Steenkamp is the C. Knox Massey Professor of Marketing and marketing area chair at the University of North Carolina at Chapel Hill. He is also the executive director of AiMark, a global center studying key marketing strategy issues.

Jan-Benedict E.M. Steenkamp specializes in global marketing, branding, emerging markets and strategy. Dr. Steenkamp is the author of Private Label Strategy: How to Meet the Store Brand Challenge (Harvard Business School Press, 2007) and Brand Breakout: How Emerging Market Brands Will Go Global (Palgrave Macmillan, 2013). Both books have been translated in other languages, including Chinese. Brand Breakout was selected as a best business book in globalization for 2013 by Booz & Co.'s magazine Strategy + Business.

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About the Workshop

Brand Breakout – How Indian Brands Can Go Global

The workshop will be devoted to strategies Indian companies can follow to take their brands global. In a world where channel profits largely accrue to the player in the value chain that owns the brand, Indian brands cannot be left behind. Moreover, although the Indian economy is large, nevertheless, it accounts for only 2%-3% of global GDP. Overseas markets offer tremendous opportunities not only for large, but also smaller Indian companies. For India to fulfill its destiny, it should - and will - develop its own global brands.

But how can this be done? What are viable routes to global success, depends on the size of the company, the industry they are in, and their strategic goals. Hence, there are multiple ways to global success.

The workshop is about how Indian companies can do this. It is based on many years of consulting and academic work and on his recent book Brand Breakout: How Emerging Market Brands Will Go Global authored jointly with Nirmalya Kumar, Member Group Executive Council at Tata & Sons and erstwhile Professor of Marketing and Director of Aditya Birla India Centre at the London Business School. Examples of large as well as smaller Indian and other emerging market companies following the various strategies will be provided throughout the workshop.

The Book


Over the past decades, Professor JB Steenkamp has established himself as one of the world's leading branding and marketing experts. He brings a valuable global perspective to corporates engaged in marketing strategy discussions
- Nirmalya Kumar, Member – Group Executive Council, Tata Sons Limited
"This book should be required reading by all global brand executives."
- Philip Kotler
"The next set of big global brands will come from emerging countries. Kumar and Steenkamp show the eight routes by which this will happen. Every serious brand strategist needs to see their insights into the future of global branding."
- David A. Aaker, Vice-Chairman, Prophet


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