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This programme is correct at time of going to print. Brand Finance reserve the right to change any aspect of the event© Brand Finance plc 2011

The Banker / BrandFinance® Banking Forums 2013

14th March 2013Agenda

VenueThe Four Season’s Hotel Hong Kong8 Finance StreetCentral Hong KongChina

Leadership in the Banking Industry: The Value of Innovation

Publishing Partner:International Media Sponsor:

The Banker / BrandFinance® Banking Forum

The banking industry has experienced a tumultuos period over the last four years. The vilification and continued criticism directed at western banks may mean that those brands which understand the new rules for the banking industry will be well placed to emerge strongly from a difficult period.

According to the Brand Finance annual study, the total global brand value of the Top 500 banking brands in 2013 is worth USD 860 trillion. Asian banks which grew 28% from 2012, contributing 22% to the total value. Strong leadership as such is vital to such growth.

The Banker / BrandFinance® Banking Forum 2013 will discuss how leadership can be valued and measured and what role leadership plays in driving brand value.

Who should attend?CEOs, CMOs, CFOs and senior managers of corporate brands who are interested in understanding the value of their brands.

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The Forum: 08:30 - 12:30

Leadership in the Banking Industry: The Value of Innovation

Timing Synopsis Speakers

Hong Kong - Thursday 14th March

08:00 - 08:30 Registration and coffee

08:30 - 08:45 Introduction and Welcome David Haigh Chief Executive Brand Finance

08:45 - 09:00 Executive summary of results from the The Banker / BrandFinance® Banking 500 study 2013. Conclusions on the future for bank brands.

Brian CaplenEditorThe Banker

09:00 - 09:20 Branding in the financial servicesCharles WrightManaging DirectorWolff Olins

09:20 - 09:50 Refreshment break

09:50 - 10:00 Introduction to Session 2: Leadership in the banking industry: The value of innovation

Sharanjit Leyl Business PresenterBBC World News

10:00 - 10:25 The new tools of brand marketing, a perspective from HSBCChris ClarkGroup Head of MarketingHSBC

10:25 - 10:50 Brand Development and Innovation; the case of Shinhan Bank

Jeremy SeoSenior Vice PresidentProfessor Brand StrategyShinhan Bank

10:50 - 11:15 Understanding the client perspective & focusing on customersClaire FuldaHead of Brand InnovationsBNP Paribas

Short Interval

11:25 - 11:55 Panel session - Leadership in the banking industry: The value of innovation

1. Chris Clark, HSBC2. Jeremy Seo, Shinhan Bank3. Claire Fulda, BNP Paribas

Moderated by : Sharanjit Leyl BBC World News

11:55 - 12:15 The future of bank brands and strategies for maximising value.Conclusions

David HaighChief Executive Brand Finance

12:15 - 12:30 Awards handover : Top 3 Most Valuable Global Banking Brands AsiaDavid HaighChief Executive Brand Finance

12:30 - 13:30 Buffet Lunch & Networking

The Banker / BrandFinance® Banking Forum 2013Leadership in the Banking Industry: The Value of Innovation

This programme is correct at time of going to print. Brand Finance reserve the right to change any aspect of the event

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Timing

BBC World NewsBBC World News, the BBC’s commercially funded international 24-hour news and information channel, is owned and operated by BBC World News Ltd, a member of the BBC’s commercial group of companies. BBC World News is available in more than 200 countries and territories worldwide, and reaches 296.2 million households and 1.8 million hotel rooms. The channel’s content is also available on 87 cruise ships, 40 airlines, 39 mobile phone networks and a number of major online platforms including bbc.com/news. For further information on how to receive BBC World News, download schedules or find out more about the channel, visit bbcworldnews.com.

The BankerThe Banker is the world’s premier banking and finance magazine. Read in 150 countries around the world, The Banker is the key source of data and analysis for the industry. Its unique database of more than 4000 banks maps their financial strength and soundness via Tier 1 capital, their profitability, and their performance versus their peers. The Banker has been providing global financial intelligence since 1926 and has built a reputation for objective and incisive reporting on major events. The Banker’s senior editors travel the world to interview senior bankers and world leaders, giving the magazine a unique insight on global trends. For more information, please visit www.thebanker.com

Sponsors and Associate Organisations4

Chris Clark, Group Head of Marketing, HSBCIn February 2001, Chris Clark joined HSBC Holdings plc as Head of E-Marketing, with responsibility for thedevelopment of global e-marketing programmes and personal internet banking, in addition to this he was assigneda role in Group Marketing looking at a future brand strategy for the bank. In Oct 2002 he formally moved into GroupMarketing as Head of Market Planning and Brand Strategy. He was one of the team responsible for the originalwork that found ‘the world’s local bank’ positioning. In November 2006 he was appointed as Head of MarketingHSBC Group. In March 2009 he was appointed as Group Head of Customer Experience and in December 2010 heassumed the role as Group Head of Marketing and Customer Experience.The bulk of his career prior to HSBC was in the advertising business in the UK and USA, having spent 10 years atSaatchi and Saatchi in the 80’s and 90’s with a focus on marketing and brand strategy.

Speaker Profiles 5

Brian Caplen, Editor, The BankerBrian Caplen has been editor of The Banker since 2003. He joined the Financial Times Group from Euromoney in 2000 where he had been executive editor of Euromoney magazine for five years. He also worked as a business edi-tor and journalist in Hong Kong and the Middle East for 10 years. He has travelled extensively and done numerous high level interviews with prime ministers, finance ministers, central bank governors and senior executives. He has a first class honours degree In Development Studies from the University of East Anglia.

David Haigh, Chief Executive, Brand Finance PlcDavid is the CEO and founder of Brand Finance plc, the leading independent brand valuation consultancy. David qualified as a Chartered Accountant with Price Waterhouse in London. He has worked in the area of branded business, brand and intangible asset valuation since 1991 and since January 1995 has specialised entirely in this area. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose standard (ISO 10668) was published in 2010. David is a passionate writer and 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.

Claire Fulda, Head of Brand Innovations, BNP ParibasClaire Mai Fulda began her professional career at BNP Paribas as an banker specializing in international trade finance. Subsquently, she joined the Brand, Communication and Quality Department where she was last Head of Advertising, Sponsoring, Brand Identity and Events. She is currently Head of Prospective and Brand Innovations.

As part of her current responsibilities, she is also in charge of brand integration for acquisitions made by the Group where she has many years of experience (Ukrsibbank, BNL, Fortis, BGL, Bank of the West, TE).

Sharanjit Leyl, Business Presenter, BBC World News Sharanjit Leyl joined BBC World News as a producer and reporter in September 2003 and has since reported and presented from Singapore, Tokyo and London for BBC World News’ Asia Today, Asia Business Report, World Busi-ness Report and more recently, Newsday.

Sharanjit began her broadcasting career at the Canadian Broadcasting Corporation in 1997. Joining Bloomberg Television in March 2000 and moved to its headquarters in Tokyo. There she presented its main three-hour news-cast, On The Money Asia, reporting on breaking financial stories as well as major news events such as the US-led invasion of Iraq in March 2003. Her other interviews have included the Chairman of Starbucks, Howard Schultz; Microsoft founder Bill Gates; the Prime Minister of Pakistan; former leaders of Singapore and Malaysia and the head of the World Bank. Sharanjit played an integral role in editing and influencing the content of Bloomberg’s Asian programming.

Born in Singapore, Sharanjit currently lives there with her British husband. She earned a degree in both Journal-ism and English Literature at Maryland University (Washington DC), and completed her Masters degree in English Literature at the University of British Columbia.

Speaker Profiles6

Charles Wright, Managing Director, Wolff OlinsCharles is a member of the leadership team of Wolff Olins. He heads the Dubai office with responsibility for growing our business the Middle East and India. He has led many of our biggest engagements both internationally and in this region. Before joining Wolff Olins in 1987, Charles worked for Pepsi and as a management consultant. He is a chartered accountant and a graduate of Oxford University.

Jeremy Seo, Senior Vice President, Professor Brand Strategy, Shinhan BankJeremy currently holds dual positions at the Shinhan Bank in South Korea. He is the Senior Vice President in the Brand Strategy & Planning Department and he is also the Internal Professor of Brand Strategy where he regularly provides lectures about the development and management of the Shinhan brand. Prior to these roles, he was the Vice President in the Marketing Strategy Department between 2006 and 2009.

Jeremy graduated from Johns Hopkins University in Baltimore, Maryland in 2001 and M.S. Carnegie Mellon Univer-sity in Pittsburg, Pennsylvania in 2006.

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The Banker / BrandFinance® Banking Forums 2013

L o n d o n - I s t a n b u l - H o n g K o n g - N e w Y o r k

Forthcoming Global Events

more at... www.brandfinanceforum.com

AprilMiddle East Forum, Dubai

MayEast Africa Forum, Nairobi

JuneNation Brands 100 Launch, LondonPortugal Forum, Lisbon

February & MarchBanking Forums,London, Istanbul, Hong Kong, New York

JulyCanada Forum,Toronto & Calgary

AugustAustralia Forum,Sydney

OctoberAnnual ForumRAC, London

JanuaryIndia Forum, Taj HotelMumbai

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SeptemberBrazil Forum,Sao Paulo

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as of January 2013

New York19th March 2013

London5th February 2013

Hong Kong14th March 2013

Publishing Partner:

International Media Sponsor:

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About Brand Finance

Brand Finance is the world’s leading brand valuation consultancy. We advise strongly branded organisations on how to maximise their value through the effective management of their brands and intangible assets. Headquartered in London, Brand Finance is represented in over 15 countries worldwide.

The Banker / BrandFinance® Banking 500, now in its seventh year,

directly compares the values of the world’s leading banking brands. It is the only direct comparison of brand value within the banking industry.

The study provides an opinion on the point-in-time value of the world’s leading banking brands. Each brand has been accorded a brand rating: a benchmarking study of the strength, risk and future potential of a brand relative to its competitor set, as well as a brand value: a summary measure of the financial strength of the brand.

Brand Finance uses the royalty relief methodology, which is a discounted cash flow (DCF) technique to discount estimated future royalties, at an appropriate discount rate, to arrive at a net present value (NPV) of the trademark and associated intellectual property: the brand value. The royalty relief approach is used for three reasons: it is favoured by tax authorities and the courts because it calculates brand values by reference to documented third-party transactions; it can be done based on publicly available financial information and it is compliant to the requirement under the International Valuation Standards Committee (IVSC) to determine Fair Market Value of brands.

Brand Finance is delighted to have partnered with The Banker, the monthly international financial affairs magazine, for the seventh year running to publish the results.

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February 2013

Contact information

The ultimate collection of information for the world’s largest brands.

• Brand League Tables• Brand Valuation Reports• Brand Profiles• Brand Comparison Tool

Brandirectory is an online encyclopedia of brands where financial results, visual identities, trademark histories and the latest marketing news will be compiled and shared. It is an invaluable resource for brand managers, offering detailed brand profiles and comparative analysis across all major commercial sectors.

To find out more visit www.brandirectory.com

About Brand Finance ForumsBrand Finance is committed to the development of theoretical and practical issues surrounding brands. As part of this process, we organise a series of events and forums around the world where leading pracitioners in the area of brand strategy, brand building and brand valuation come together to share their experiences and to better understand the process by which valuable brands are created.

The Brand Finance Forum has progressively become one of the definitive events in the area of brand valuation and should not be missed by anyone who is serious about maximising the value of their brands and intangible assets.

To find out more visit www.brandfinanceforum.com

Event managementNurmala MartinTel: +65 6808 5661Email: n.martin@brandfinance.com

Bernard LeeTel: +65 6808 5661Email: b.lee@brandfinance.com

Brand Finance plcTel: +44 (0)207 389 9400Fax: +44 (0)207 389 9401Email: events@brandfinance.comWeb: www.brandfinance.com

3rd Floor, Finland House56 HaymarketLondon SW1Y 4RNNearest tube station: Piccadilly Circus

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