Growing Brand Value

Professor Leslie de Chernatony (Honorary Professor of Brand Marketing, University of Birmingham, UK)

Lecture Hall 2, J.E. Cairnes School of Busines & Economics, NUI Galway 15:00 :: 28th May 2009

Professor de Chernatony’s presentation will be concerned with the increasing importance of brands having to offer more value to stakeholders. It will start by showing how the environment is one that demands a different type of value. It will then address the problem of defining value and will consider frameworks that help stimulate ideas for new ways of growing a brand's value. Professor de Chernatony will discuss the way that a new breed of brands (market driving brands) is driving more value by thinking unconventionally.

At the end of his presentation, Professor de Chernatony will host a Questions and Answers session relating to the topic of brand value. He would also welcome broader questions regarding the research process. This Q&A will provide an opportunity for PhD students in particular to ask any questions regarding their own research and research output.

About Professor de Chernatony:

Leslie de Chernatony is Professor of Brand Marketing at Birmingham University Business School and Managing Partner of Brands Box Marketing & Research Consultancy. With a doctorate in brand marketing, he has a substantial number of publications in American and European journals and is a regular presenter at international conferences. He has several books on brand marketing, the two most recent being Creating Powerful Brands and From Brand Vision to Brand Evaluation. A winner of several research grants, his two most recent grants have supported research into factors associated with high performance brands and research into services branding. He was Visiting Professor at Madrid Business School and is currently Visiting Professor at Thammasat University, Bangkok and University of Lugano, Switzerland. Leslie is a Fellow of the Chartered Institute of Marketing and Fellow of the Market Research Society. He acts as an international consultant to organisations seeking more effective brand strategies and has run acclaimed branding seminars throughout Europe, Asia, America and the Far East. He is an experienced expert witness in legal cases involving branding issues in commercial and competition cases.

 
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