Branding 101 - THE 8 GOLDEN RULES OF BRANDING & REBRANDING

Your brand is your most valuable intangible asset. In today's market, every company desires to project and transform its brand experience into measurable results.
Developing your company's brand is a structured exercise which each business will go through in its lifespan.
This course will explain the rules to explore and identify when creating your brand for a new business or going through a rebranding exercise for your current company and will also explain the terminology behind branding and demystify them.

In the increasingly knowledge-driven economy, intellectual property (IP) is a key consideration in day-to-day business decisions. New products, brands and creative designs appear almost daily on the market and are the result of continuous human innovation and creativity.

If properly developed, identified and protected, a company’s IP can be a valuable asset. Paying attention to IP today can help your company for years to come.

This presentation highlights the different types of intellectual property with a focus on trademarks: Selecting a trademark, Protecting trademarks, Using Trademarks and Enforcing trademarks.

• Facilitators: Maya Karanouh Amal Abdallah
• Date: Saturday 19 March. 10.00am – 1.00pm
• Location: LLWB office, Aramex Building, Sin El Fil, Beirut, Lebanon
• Fees: $50 members and $70 non-members

Maya Karanouh - CEO/Co-Founder, TAGbrands, Lebanon
Trained as an architect, in the past fifteen years Maya Karanouh has been an active entrepreneur founding several companies and being a leading member of the regional creative sector. Maya is currently the CEO and Co-founder at TAGbrands.
Tagbrands is an award winning branding strategy firm that aligns brand experience with the strategic objectives of the company. TAGbrands' work impacts several aspects of businesses including the retail environment, relationship with customers and organizational structure. TAGbrands is proud to have amongst its Middle Eastern client base: Banque Du Liban, Bank Audi, Doha Bank, Debbane Agri, Patchi, IPT, Kababji, BRGR.CO, L'Oreal, Taanayel, British Council, World Sports Group and M1 Group.
Through the company, Maya has been honored to receive the following awards: the 2006 British Council's Young Design Entrepreneur of the Year for Lebanon, 35 under 35 Global Women Entrepreneurs award in 2007 and “Rising Talent" by the Women's Forum in France in 2008. TAGBrands has also received the prestigious REBRAND 100® Global Awards Distinction recognition amongst other awards.
Maya was featured as a case study in the book “Entrepreneurs at the Crossroads: Success Stories from the Middle East and North Africa" by Debra Sherman, Beyster Institute, USA. Maya is a jury member for the MIT Enterprise Forum Arab Startup Competition, Grow Your Business Competition and the New York Festivals for Advertising. Maya is also a regular speaker and moderator at conferences around the Middle East.

Amal Abdallah - Country Manager- Partner, Saba & Co. Intellectual Property
Enjoying over 18 years of management and legal expertise with focus on Intellectual Property. Amal Abdallah is providing legal advice and recommending courses of action concerning intellectual property protection and enforcement matters involving trademarks, patents, designs, copyrights and online infringement matters in the Middle East and North Africa (MENA) region. She has an extensive experience in the legal prosecution of Intellectual Property matters such as advising on counterfeit/ infringement cases, licensing and franchising agreements. She works on tailored regional protection strategies and portfolio management studies for local and international clients to help achieve quality and efficiency, decision support, improved planning and innovative development of opportunities.