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Building your retail brand

Retail branding is one of the major issues that will be addressed at autoretailing 05.

Increasingly today motor retailers are looking to develop their brands and Dr Leslie de Chernatony, Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at Birmingham University Business School, will speak on how to build a valuable brand.

He has written several books on brand marketing, including Creating Powerful Brands and From Brand Vision to Brand Evaluation, and acts as an international consultant to organisations seeking more effective brand strategies.

John Russell, the Managing Director of Harley-Davidson Europe and a vice-president of the company, is also well-qualified to speak about branding, and in particular the impact it can have on customer retention.

He has overall responsibility for the sales, marketing and distribution activities of Harley-Davidson and Buell motorcycles, parts, accessories and MotorClothes throughout Europe, the Middle East and Africa. He has also held a number of senior sales and marketing positions in the car industry, at Land Rover Group and Peugeot-Talbot.

Joining John Russell and Professor Chernatony as speakers on Day 1 of autoretailing 05 are Jacqui Smith MP, Minister of State for Industry & The Regions; United Auto Group Chairman and CEO Roger Penske; Mark Berrisford-Smith, Senior Economist at HSBC Bank; RMI chief executive Matthew Carrington; Paul Burrows and Nigel Ruddock of Grant Thornton Motor Retail. The conference chairman is TV newsreader Huw Edwards. More speakers will be announced in the next issue of AM.

Day 2 of autoretailing, begins with an opening address from Sir Tom Farmer CBE, and then breaks out into a series of ‘best practice’ management workshops including - Location Clause opportunity or threat, Working with manufacturers’ bonus schemes, Unlocking the profit in your property portfolio, Maximising profit from your data, How new technology is transforming the sales process, Strategic HR for small and medium-sized dealers, Retaining the owners of older cars for aftersales, Used cars: what and where to buy to make a profit, How to sell more finance in your dealership, Get your share of lifetime customer value, and more.

For more information about autoretailing 05, contact Luke Clements on 01733 468 325 or Or see the website at

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