Brands and Brand Equity
Brand Success Through Coolness and AuthenticityNov 08, 2017 Margaret C. Campbell, University of Colorado-Boulder
Meg Campbell will discuss how autonomy and authenticity influence coolness and how firms can draw upon each of these to build strong brands.
B2B Marketing in a Global Ecosystem: Lessons from the Solar IndustryNov 03, 2017 Robert Olsen, Marketing Director, DuPont Electronics and Imagining
In increasingly interconnected global industries, how can companies maintain leadership, leverage their brand, and bring innovation and confidence to new markets while prices drop, competition increases, and commoditization looms?
Global Brand Building in the Digital AgeNov 03, 2017 Jan-Benedict Steenkamp, University of North Carolina
How is the digital sales channel reshaping how brands—established as well as new and local—leverage their global potential?
The Past, Present, and Future of Brands and BrandingNov 03, 2017 Kevin Lane Keller, Dartmouth College
Kevin Lane Keller will explore several case studies that reveal these and other principles of long-term brand growth and enduring marketing success.
Brand Hero or Helper? Understanding Customers’ Core Psychological NeedsOct 13, 2017 Keisha Cutright, Duke University
Keisha Cutright will draw on her research on branding and consumer psychology to highlight the core psychological needs—esteem, meaning, belonging, and control—that marketers would be wise to consider in their decision making.
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