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Workshop 'From Good Governance to Great Branding'
11 July 012


Lanai Kijang, Bank Negara Malaysia

For many people the intimate connection between corporate governance and branding is not obvious. They are likely to say “What has corporate governance to do with branding?” This reflects the fact that when we think of brands we visualise product brands like Milo or Kit Kat and do not see the link between them and the governance of Nestle for example.

Yet the surprising fact is that of the top 100 brands in the world, 83 are corporate where how they are governed directly affects the way markets and customers view and value them.

Failures in corporate governance destroy the trust we have that management will keep its promises to customers, employees, investors, regulators and the community. With so much of market capitalization based on intangibles, erosion of this trust translates immediately into write-downs of share prices, and even downgrades of the creditworthiness of organizations, wiping out millions of dollars.


In this one-day workshop participants will explore how good governance is the basis of stakeholder Trust which is the foundation of brands and the value they create. Participants will be introduced to the economic justification for branding – why brands deliver better margins and profits. In the ensuing discussion of what a brand is, and how to create power brands using the four pillars of Differentiation, Relevance, Esteem and Familiarity, participants will learn about the nine brand archetypes and the limits to the effectiveness of global branding. As a result they will be able to appreciate which elements of the Marketing Mix are globally determined and which are locally delivered.

During the course of the day, participants will learn how to create a Brand Promise and how best to communicate that promise in an integrated way to both internal and external audiences. They realise that a brand is not just a logo and will learn that what differentiates a brand from a product is that great brands deliver emotional benefits as well as functional ones and this requires the incorporation of business purpose, strategy, values and employees ‘living the brand’ at each of its customer touch points across the organizational value chain – once again reflecting the impact of good governance and great leadership.


  1. To help practitioners of good governance to appreciate how good governance can translate into great branding and higher market valuations; and
  2. To help brand practitioners to appreciate the role of governance as a foundation for corporate branding.
  3. To help those interested in good governance to understand how branding works and for branding practitioners to recognize the role good governance has to play in building great brands.
  4. To help participants appreciate that by combining both approaches companies can create added shareholder value.

Directors of companies, heads of corporate communications and practitioners from public relations and advertising agencies who are interested in corporate branding should attend.


Good Governance: The Basis of Trust
Coffee Break
Trust the Basis of Branding
Why Brand?
•  Economics of Branding
•  What is a Brand?
     •  Four Pillars of Branding
Creating the Brand Promise
13.45- 15.15
Creating Great Brands
•  Nine Archetypes
•  Global Branding Constraints
•  Reconciling global with Local
Tea Break
Communicating the Brand Promise
Conclusion and Wrap Up


John Zinkin
Managing Director, Corporate Governance, Iclif Leadership and Governance Centre

Before joining ICLIF, John was the CEO of the Securities Industry Development Corporation (SIDC). John was also Chairman of the UMSC Audit Committee until the end of 2009. Before joining SIDC John was Associate Professor of Marketing and Strategy at Nottingham University Business School, Malaysia Campus and director of the MBA programme with responsibility for external affairs. One of the founders of the Institute of Corporate Responsibility Malaysia (ICRM), he was Deputy Chairman, and is now an Exco member and the Vice President, Sustainability and Governance of the Business Council for Sustainable Development Malaysia (BCSDM).
He developed the Non-Executive Director Development Series with PwC and is a faculty member for the programme. He was a member of the Corporate Governance Working Group involved in the revisions of the Malaysian Code and the development of the Corporate Governance Blueprint 2011.
He has written “What CEO’s must do to succeed” published by Prentice Hall in 2003, and “Challenges in Corporate Governance: Whose business is it Anyway?” published in 2010 by John Wiley. He co-authored “Corporate Governance” with Peter Wallace, published by John Wiley in 2005 and translated into Chinese in 2008. He used to write a regular column on corporate governance for the Star, entitled “Whose business is it anyway?” and speaks regularly on corporate governance and corporate responsibility.
He has 40 years of experience in business of which 26 have been in Asia. In Hong Kong, John worked as the Chairman of the Marketing and Change Management Practices of Burson-Marsteller, as the Asia Director for Angliss Pacific, and as the Director, Business Machines, for Inchcape Pacific. Before moving to Hong Kong, John worked in London for the Inchcape Group, Rank Xerox, McKinsey and Unilever.
John has a BA (Hons) in Politics, Philosophy and Economics from Oxford and an MSc in Business Administration from the London Business School.


We are in the process of moving to our new office.
For registration, please email this form BEFORE 2 July 2012 to:
University of Malaya Malaysian Centre of Regulatory Studies (UMCoRS)
Level 13, Wisma R & D, University of Malaya, 59990 Jalan Pantai Baru, Kuala Lumpur
Tel: (017) 889 6656 / (016) 219 5696 / (019) 753 3967
E-mails: /
Registration will be closed on 2 July 2012 and / or when the number of participants has reached the maximum.