How does a super-brand established in the late 19th century navigate the economic storms of the third millennium? How does it cope with the rapid development of markets, rising awareness about health and the environment, and with multifaceted media? How do you do all these things and still succeed in keeping your crown as the world's leading brand according to Interbrand and Newsweek, as well as the "Globes" leading brand value in Israel?
The Coca-Cola Company chairman and CEO Muhtar Kent will answer these questions during a visit to Israel to attend a joint event by "Globes" and the Israeli Special Olympics Committee on August 31. All proceeds will go to the Israeli Special Olympics Committee.
Israeli economic leaders and top marketing executives will participate in the conference, which will be moderated by "Globes" editor-in-chief Hagai Golan and "Globes" Evening supplement editor Lilac Sigan.
At the exclusive event, Kent will speak about leading brands in times of changing economic climates, and commitment to social responsibility. Following the lecture, a special discussion will be held with the audience.
In addition to his jobs at The Coca-Cola Company, Kent is a director of the International Special Olympics Committee, which organizes popular and competitive sporting events in a number of fields. The idea underpinning the activity is to enable developmentally disabled athletes to participate in competition based on their abilities. The Special Olympics is dedicated to changing the lives of the mentally handicapped, their image in society, and lives. Three million athletes from 169 countries are currently members of the Special Olympics.
The Israeli Special Olympics Committee was founded in 1987, and currently has 3,000 athletes over the age of 8. National Special Olympics are held annually and the International Special Olympics are held quadrennially.
Published by Globes [online], Israel business news - www.globes-online.com - on August 25, 2009
© Copyright of Globes Publisher Itonut (1983) Ltd. 2009