Branding lessons: Turning branding challenges into success stories

Throughout the day, we will discuss how to identify and resolve branding problems, examine the phenomena that can damage a brand’s reputation, and uncover the psychology behind successful brand strategies. Attendees will leave with knowledge on how to transform branding hurdles into growth opportunities, inspired by the success stories of the featured brands.

The seminar is hosted by Taru Kallio-Nyholm, Trademark & Design Counsel at Orion Corporation.

The seminar is a part of IPR University Center’s “Aineettomat oikeudet liiketoiminnassa” course offered at Aalto University, but is open to anyone interested in brand licensing and trademarks.

We provide breakfast and lunch for the on-site participants.

Program

9.15 – 10.15 Opening words and introduction to the branding challenges
Taru Kallio-Nyholm, Trademark & Design Counsel, Orion

10.15 – 10.30 Coffee

10.30 – 11.15 The most common branding mistakes: A corporate perspective
Annika Payn, Global Head of Brand Experience, Kone Oyj

11.15 – 12.00 Branding and trademark horror stories and how to fix them
Kaisu Korpua, Brand Protection Councel, Roschier

12.00 – 13.00 Lunch

13.00 – 13.45 Dangers in the market: Phenomena harmful to brands
Sofia Wang, Associate, Dottir Asianajotoimisto Oy

13.45 – 14.30 Psychology behind powerful brand
Saila Saraniemi, Professor, Brand marketing, University of Oulu

14.30 – 14.45 Break

14.45 – 15.15 Case example – Success stories: When branding exceeds expectations
Hanna Sivenius, Director (Legal, Sustainability and Public Affairs), Hartwall

15.15 – 15.45 Panel discussion – When branding goes wrong: What to fix and how
Taru Kallio-Nyholm
Annika Payn
Kaisu Korpua
Sofia Wang
Hanna Sivenius

The program is subject to change.