The line-up has been announced for Transform, the UK’s first conference dedicated to rebranding, repositioning and brand transformation.

The one-day event examines the science and art of brand transformation, and is the sister event to Communicate magazine’s Transform awards, now in their second year.

Billed as “the must-attend event for anyone involved with their company's brand”, Transform will examine how to link business, brand and communications strategy; how to communicate the rebrand to internal audiences; how to implement a rebrand; effective brand architecture; what’s in a name; transforming a global brand and many other areas.

The programme includes presentations from recently rebranded organisations, including Unilever, Aviva, Santander, Hays, The Co-operative Group and the Central Government of the Netherlands, as well as a who’s who of UK branding specialists.

Andrew Thomas, publisher of Communicate said: “Today, the corporate brand is more important than it's ever been. The past 30 years have seen a tremendous rise in the intangible value of organisations as well as greater understanding of corporate reputation among media, employees and consumers. We can no longer see rebranding as a quick-fix to refresh a lagging image.

“Instead, the rebranding process now lies at the heart of an organisation’s strategic planning. Companies realise they must understand the brand transformation and change management drivers they will need to adopt in order to survive in challenging times.”

The event will be held at the Hotel Russell, London, Bloomsbury on 21 October.