Well-managed brands are the key to commercial success, even in hotly disputed markets. Examples can be found in every sector, and a look beyond geographic borders can often prove inspiring.

The leitmotiv of the second Baltic Brand Conference in 2012 is "Brands: Managing Flexible Identities". Because successful brands are always in motion. They pick up on trends and adapt to regional markets. Take McDonald's, for instance: in India, the company sells its Big Macs as a 'Mahara Mac' with chicken instead of beef; in Chile it offers customers a 'McPollo' with guacamole. But despite all these adaptations, McDonald's is still McDonald's. How much individuality is necessary for a brand to maintain its unmistakable profile? And how much adaptation is needed to avoid becoming rigid? The challenge facing brand management is to handle this dynamism in such a way that it ensures optimal value creation on a permanent basis.

The Baltic Brand Conference presents strategies and solution-focused approaches for strengthening brands and giving them new growth impetus – both in their traditional markets and beyond. The speakers will be showing real-life examples, presenting the latest management know-how and sending attendees home with a wealth of new ideas that go far beyond day-to-day business.