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ICBM 2010
Second International Conference on

Brand Management
January 08-09, 2010
IMT Ghaziabad, India

Call for Papers / Case Studies

Organized by

Conference Chairs
Dr. Lubna Nafees & Dr. Omkumar Krishnan
Institute of Management Technology, Raj Nagar, Ghaziabad, India
Phone: +91-120-3002200 Extn: 242/254
Mobiles : +91-9810216072, +91-9911921309
E-mail : icbm@imt.edu, lnafees@imt.edu, omkumar@imt.edu
Website : www.imt.edu/ICBM2010

Mr. Tim Gore OBE

Director, The Centre for Indian Business
The University of Greenwich
Old Royal Naval College
Park Row, London SE109LS
Phone : +44 (0) 208 331 8000 X 7852
E-mail : t.gore@gre.ac.uk
Website : www.gre.ac.uk/india
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About the Conference Important Dates
icbm
Institute of Management Technology (IMT), Ghaziabad, following the
great success of the 1st International Conference on Brand
Management (ICBM), is happy to announce the 2nd International
Conference on Brand Management in collaboration with the Centre for
Indian Business (CIB), University of Greenwich. The trigger for this
conference remains the emerging importance of brand creation coupled
with sustenance of successful commercial brands and not to forget, the
overwhelming support and response of the brand community for the
first conference.
Abstract Submission

Acceptance notification of
abstracts

Full length paper / case study

submission
July 31, 2009

August 31, 2009

October 31, 2009

Last Date for Registration November 30, 2009

In the present turbulent marketing scenario, brands have redefined Conference Inaugural January 08, 2010
business and its boundaries. The brand array ranges from political
brands to service brands to product brands to person brands to place Conference Dinner January 08, 2010
brands.... and the list goes on. Corporate houses are revamping the
IMT- CIB Workshop January 09, 2010
branding exercise with more emphasis on a holistic corporate brand
identity. Brands are created, positioned and repositioned through Valedictory Session January 09, 2010
various strategic processes like brand semiotics, brand communities,
brand personality, brand endorsement, corporate social responsibility,
green marketing, etc. This conference looks at the changing dynamics in
the international branding scenario and the drivers that shape the brand
architecture. Moreover, this platform aims to create synergy between Registration Fee
the branding fraternity in the industry and academics.

Students Academia Industry

Conference Objectives India INR 1500 INR 4000 INR 5000
To provide a forum to present and discuss various branding tools and
models, current trends and dynamics in global branding. International USD 75 USD 200 USD 250
To facilitate sharing research based knowledge among academicians
and practitioners on contemporary areas of Brand Management.

Registration is required even in case the papers get selected; and

The Organisers
The Institute of Management Technology (IMT), Ghaziabad is
rated among the top 10 business schools in India and is widely
recognized as a center of excellence in management education. Founded
in 1980, IMT has completed 28 years moulding itself according to the
fast changing business and social environment of contribution to the
field of management education. Its core strength is a strong faculty
team, high quality students and an excellent industry interface. IMT
aims at the highest global standards through its emphasis on academic
rigour, research output, academic collaboration with overseas
institutions, and industry links.
atleast one author must register for the paper to be included in the
conference proceedings. The registration fee covers the conference
kit, conference proceedings, conference dinner, lunches and tea. It
however doesn't include accommodation, hotel pickups and airport
transfers. Registration fee can be sent by demand draft in favour of
Institute of Management Technology, Ghaziabad. The draft needs to
be sent to the conference chairs super scribing ICBM 2010 on the
envelope.

The Centre for Indian Business, University of Greenwich, UK

provides easy access to knowledge and understanding of the Indian
business world and acts as a hub where people can network, discuss Venue : IMT Ghaziabad, India
and access a wealth of information. The centre works closely with
institutions, industry and its communities to forge strong and mutually
beneficial knowledge links with Indian business and business education
through the centre into UK and Europe. The centre is situated within the
Business School at the University of Greenwich and draws on its
expertise in generating and applying practical knowledge, as well as
new and innovative techniques, to business needs. The University of
Greenwich has over 100 years of experience in providing relevant, skills
based, industry-facing training and applied research. The Centre offers
the MBA International Business in India. This includes courses in India's
regulatory environment, financial services, international trade and
institutions, customized production processes and e-logistics and
international supply chain management.
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Guidelines for Abstract Submission Conference Tracks
Selection of papers for presentation will be based on detailed abstracts
of at least 1,000 words and up to 2,000 words. Abstracts must include
a clear indication of the purpose of study, research method major Technology Branding
u
results, implications, and key references. The author(s) should clearly
mention under what area of interest of the conference the abstract is to
be included. They should adhere to the following: Branding of Entrepreneurial Ventures
u

Length 1,000 to 2,000 words excluding title/cover Branding of Services

u
page and references
Margins 2.5cm or 1 inch
Destination Branding
u
Fonts Times New Roman, 12
Spacing 1.5
Title Page Title, author(s),affiliation(s),contact details Green Brands
u
Keywords Four

CSR as a tool for branding

u

Abstracts will be blind reviewed by experts from the respective fields

and only those abstracts approved by the reviewers will be selected. Online Branding
u
One hard copy and a soft copy of the abstract in Microsoft Word for
Windows should reach the conference chairs not later than July 31,
2009. The electronic copy should be mailedto icbm@imt.edu. Authors Corporate Branding
u
will be notified of acceptance by August 31, 2009. Acceptance of the
abstract implies that at least one of the authors will attend the
conference and present the paper. In case a paper is submitted for
presentation in absentia, a processing fee of INR 1,500; 4,000; 5,000;
Visual Imagery and Brand Semiotics
u
US$ 75; 200; 250 as applicable would be charged.

Regional Branding
u

Case Studies - ICBM2010

ICBM-2010 continues to propel the collaboration between the Industry Global Branding
u
and Academia by means of generating Case Studies. The Case Study
initiative seeks to enrich the global business community awareness and
knowledge of global branding experience as well as strengthen Brand Valuation
u
strategic business capabilities.
Apart from the invited papers, ICBM-2010 invites Case Studies created
by Corporates about their own brands and also Case Studies in general Brand Communications
u
developed by Academia and Corporates. The idea would be to convert
the corporate stories related to managing brands into meaningful cases
which would enhance the knowledge sharing and also contribute to the Brand Culture
u
pedagogical tools in management schools.
Selection of Case Studies for presentation will be based on detailed
abstracts of at least 1,000 words and up to 2,000 words. Abstracts Sustainable Brands
u
must include a clear indication of the objective of the case study, about
the organization is being written, major results, implications, and key
references. Brand Communities
u
The author(s) should clearly mention under what area of interest of the
conference the abstract is to be included. The abstracts have to be in
Times New Roman, 12 font size (1.5 spacing) and indicate the Title,
Author(s) name and contact details.

for more details on conference tracks

please visit our
webpage : www.imt.edu/ICBM2010

IMT – Centre for Indian Business (CIB)
Half Day Workshop
Corporate Branding: Practitioner Engagement- Getting the best from
Academic-Practitioner Collaborations
Date: January 9, 2009
Venue: IMT, Ghaziabad
Time : 9.30 am to 1.00 pm
The IMT-CIB workshop aims to give hands on experience of corporate
branding and building live brands to its audience. A power packed Brand
session, it will bring high profile practitioners from different industries
discussing about the nuances of what goes into building and sustaining
their respective brands and also how they deal with the impact of
turbulent times as a receding and slowing down of economy. The
session will be a closed room discussion between the 4 invited industry
speakers and the delegates of ICBM 2010. The uniqueness of the
session is that it will be highly personalized and interactive and bring out
the practitioner's insights on corporate branding.
Profile of Conference Chairs
Mr. Tim Gore OBE is the founding Director of The Centre for Indian
Business at the University of Greenwich. Tim has worked closely with
educationalists, institutions, companies and governments to improve
bilateral and multilateral educational links in Hong Kong, Singapore,
United Arab Emirates, Jordan and India over a 23 year career. He has led
the development of programmes on creativity for professionals with the
Singapore Government (CREST); established e-learning and blended
learning programmes for Hong Kong, Singapore and Dubai; led the
establishment of the British University in Dubai; and helped Jordan
establish an evaluation framework for its ICT led Jordan Education
Initiative. His most recent role was Director, Education at the British
Contact Us
Dr. Lubna Nafees & Dr. Omkumar Krishnan
Institute of Management Technology,
Raj Nagar, Ghaziabad, India
Phone: +91-120-3002200 Extn: 242/254
Mobiles : +91-9810216072, +91-9911921309
E-mail : icbm@imt.edu, lnafees@imt.edu, omkumar@imt.edu
Website : www.imt.edu/ICBM2010
icbm
Council in India where he was responsible for growing the knowledge
partnership between India and UK. In addition, Tim led the
establishment of the UK India Education and Research Initiative
(UKIERI) which has £26 million funding from the UK and Indian
governments and sponsors over a 5 year period and has already
established over 200 educational partnerships. He was awarded an
OBE for services to education in June 2008.
Dr. Lubna Nafees is a doctorate in the area of consumer behaviour
from Jamia Hamdard and MBA from Aligarh Muslim University. Lubna
specializes in the areas of Brand Management, Advertising and
Consumer Behaviour. Lubna has published several research papers,
articles and case studies in various national and international journals
and has worked on projects funded by Ministry of Human Resource
Development and the European Union. She has co-authored a book on
Family Managed, Multinational and Public Sector Enterprises: The
strategic choices for global competitiveness and co-edited Brands
Rising…..as Product Falls. Lubna conducts corporate trainings in the
area of Corporate Branding, Marketing Communications and Marketing
of Services. She has been instrumental in conceptualizing, designing
and successfully organizing the first International Conference on Brand
Management at IMT. Lubna is an ex-member of the governing council of
All India Management Association (AIMA) and regularly conducts
corporate trainings.
Dr. Omkumar Krishnan completed his PhD in the area of Rural
Marketing and M.Phil in Planning & Development from IIT Bombay, both
with institute scholarships. He has worked with Drshti Strategic
Research Services, Bombay and with Lowe Lintas, Bombay in the
domain of Market Research. Omkumar has carried out international
market research as part of the Research team doing Market Exploratory
study for a leading Indian Automobile manufacturer in three cities of
Indonesia. He has publications in refereed journals and has presented a
number of conference papers at national and international forums. Over
the last seven years he has been conducting training programmes in
SPSS in various Business Schools in the country. He was the co-chair of
the first International Conference on Brand Management at IMT and co-
edited Brands Rising…..as Product Fall. Omkumar regularly conducts
long term and short term Management Development Programmes for
Corporates. Presently he is the Chief Coordinator of Entrepreneurship
Development Programme funded by AICTE at IMT Ghaziabad.
Mr. Tim Gore OBE
Director, The Centre for Indian Business
The University of Greenwich, Old Royal Naval College
Park Row, London SE109LS
Phone : +44 (0) 208 331 8000 X 7852
E-mail : t.gore@gre.ac.uk
Website : www.gre.ac.uk/india