CBS Executive Event: Branding: Updates on Services Brand Building
- by Professor Leslie de Chernatony, Birmingham University Business School
Shifting brand paradigm is a challenge. Different interpretations amongst managers of their brand impede brand performance.
In his presentation Leslie de Chernatony will focus on the branding challenges in the financial services utilizing examples from his latest research.
How can you use triangulation to identify successful and less successful financial services brands?
What will make shareholders happy in the future-analysis and emerging models to grow brand equity?
Program:
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17:00 – 17:10 |
Welcome by Suzanne C. Beckmann, Professor, Copenhagen Business School |
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17:10 – 17:45 |
Leslie de Chernatony on Branding: Updates on Services brand building |
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17:45 – 18:00 |
Questions & Answers |
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18:00 – 18:30 |
Networking & Light Refreshments |
About Leslie de Chernatony
Leslie de Chernatony is one of the leading experts in brand-thinking and brand building.
He is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing. He acts as a consultant in numerous companies and is also the author of highly acclaimed books on branding.