New Art and Science of Branding

It has been over 20 years since MSI held its first conference on brand equity. While there has been great progress in our understanding of how to build, measure, and manage brand equity, dramatic shifts in the marketing environment in recent years demand new thinking and perspectives. More than ever, successful branding requires a skillful blend of art and science, of logic and creativity. This conference offers a glimpse into how the theory and practice of branding are changing, and where they are likely to go.

Please Note: This conference is open only to members of the Marketing Science Institute, academic researchers, and invited guests.