Growing Brands through a Recession

A one-day Branding Masterclass for Business Leaders

Professor Leslie de Chernatony and Dr Elaine Wallace (Università della Svizzera Italiana, Lugano and NUI Galway)

Aras Moyola, NUI Galway 09:00 :: 21st January 2010

During recessionary times, many companies are tempted to cut prices in order to offer value to customers. However, focusing on price can negatively affect brand equity, leading to a weaker brand image and a loss of market share. The recession represents an opportunity to reconsider how brands can offer more relevant value. This Masterclass will show how a budget can be better used to deliver a “wow factor” by offering more appropriate value to customers.

Designed with business professionals in mind, the event will highlight factors leading to brand success, and, using examples, will show how leading brands get through tough times. The emphasis is on using frameworks to identify more appropriate value to delight customers

This will be a ‘hands on’ event. Delegates will get practical tools for brand building. Frameworks will be presented, and delegates will work in syndicate groups to apply those frameworks to their own businesses. During plenary sessions, ideas for growing brand value will be shared, and discussions will help to shape brand-building activities.

The event will be invaluable for large and small businesses in product and service sectors.

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