Brands and Brand Equity
Win Customers in an Era of Endless DisruptionMar 18, 2020 Barbara Kahn, University of Pennsylvania
Barbara Kahn presents the "Kahn Retailing Success Matrix" which provides a framework that any company can use to create a competitive strategy to survive and thrive in today's – and tomorrow's disruptive environment.
_Poster: Brand Suitability: Understanding the Unintended Consequences of Adjacent Content on Brands in Digital EnvironmentsMar 12, 2020 Lauren Grewal, Dartmouth College
Lauren Grewal, Andrew T. Stephen, and Prasad Vana examine whether brands experience negative spillover effects from “unsafe” or “unsuitable” content that ends up being adjacent to their ads across various digital platforms (and if so, why this spillover occurs).
How to Mine Social Media for Consumer InsightsMar 06, 2020
David Schweidel, Emory University
David Schweidel, Emory University, teaches how marketers can leverage social media data to derive customer insights. He discusses how consumers’ social media activity can be used to evaluate marketing efforts, monitor brand health, and craft content for brands’ social media posts.
Long-Term Market Leadership in the Age of DisruptionMar 03, 2020 Peter Golder, Dartmouth College
Results on the probability of recapturing leadership once it is lost, and the implications for managing today’s leading brands.
Omni-Channel Brand Measurement in 2020Feb 27, 2020 Tom Tang, Vice President, Marketing Analytics, Walmart, Inc.
Leveraging a variety of measurement solutions to quantify the value of brand and how it affects all stages of the funnel, including the incremental value of traditional media such as TV, provides a true understanding of both the financial and customer impact of brand advertising.
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