Strategic Brand Management Professor - Leslie de Chernatony
This session will be filmed on the 4th February. You can book a place by going to http://oxlearnbranding.eventbrite.com/
There are only 8 places! The event is free as it will be filmed. You will be able to view this video ( and others) on http://www.oxlearn.com
This video session is concerned with the foundations of brand management. It will open by considering some of the issues involved in nurturing brands. To manage brands effectively there needs to be consensus about the nature of the brand in question. As brands are intangible assets a framework will be presented to characterise the nature of a brand. One of the problems is that an inconsistent approach to supporting the brand may result, so a framework to manage this will be discussed. Ways of building more emotion into a brand will be explored.
By understanding some of the characteristics associated with successful brands, managers can better use their branding resources. A review will be presented of what we know about the drivers of brand success.
With increasingly sophisticated competitors it is becoming more difficult to differentiate brands. Frameworks will be presented to show possibilities for more effectively differentiating brands.
Brands are able to command greater loyalty or a price premium through offering customers added value. Ways of adding more value to brands will be presented.
Biography
Professor Leslie de Chernatony BSc PhD FCIM FMRS
Leslie is Professor of Brand Marketing at Universita della Svizzera Italiana, Lugano, Switzerland, Honorary Professor of Brand Marketing at Aston Business School, UK and Managing Partner of Brands Box Marketing & Research Consultancy. Having made a significant contribution to advancing knowledge about brand management, he now bridges the advancement of brand knowledge in his academic role with the application of brand knowledge in his consultancy role. His cutting edge work on strategically building brands has helped many organisations develop more effective brand strategies.
Leslie’s research on brand marketing is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes. Both the Chartered Institute of Marketing and the Market Research Society recognised his contribution to advancing knowledge about strategic brand management by honouring him with Fellowship status. He is also a Freeman of the Worshipful Company of Marketers.
Leslie’s work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences. Winning several major research grants helped him and his team investigate factors associated with brand success. He sits on the Editorial Boards of numerous journals.
Leslie held a Visiting Professorship at the Madrid Business School and is Visiting Professor at Thammasat University, Bangkok.
A firm advocate of the need for managers to benefit from his work on brand marketing, he has run many highly acclaimed management development workshops throughout Europe, the USA, the Middle East, Asia and Australia and his advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an expert witness in court cases over branding issues.
Notes
Effective brand strategy necessitates taking a pan-company perspective to understand the organisation’s competencies, identify new opportunities and leverage the advantage of corporate culture to deliver the brand promise. Brand success does not result just from focusing on customers, but rather from adopting a more balanced perspective by addressing stakeholders. In an era when it is easy to copy what a brand can deliver (functional values) it is more difficult to copy how the brand is delivered (emotional values). This session will address how by looking inside and outside an organisation brands can grow and be sustained. It will open by presenting a model to strategically grow and sustain brands, “From brand vision to brand evaluation”. After explaining the model, the different elements of the model will be explored to show how the model can be used to develop valuable brands.