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In cooperation with Slovenian-Romanian Business Club,
IEDC-Bled School of Management organizes
a free lecture
“Brands! Brands!! Brands!!!”
led by
Professor Colin Egan
Prof. Colin Egan is Coca-Cola Chair in Marketing at IEDC-Bled School of Management, Slovenia and Visiting Academic at Warwick Business School (WBS) in the UK. He received the WBS ‘Outstanding MBA Teacher Award’ for 2006/2007, 2007/2008 and 2008/2009 and has been nominated for the prestigious BP Helios Award for his contribution to Management Development in the company.
The event will take place on Tuesday March 30 at 10.00 hrsin Tulip Inn Bucharest City Hotel in the conference room Rotterdam (No 3A, Nerva Traian Street, Sec.3, Bucharest).
AGENDA:
09:30 Arrivals & registration
10:00 Wellcome & introduction of TC club (Marko Simic & Majda Grgic)
10:15 Welcome& introduction of the DKP at the Embassy of the RS in Bucharest (Branko Grgic)
10:25 Welcome & IEDC presentation
10:35 MBA MasterClass: Brand Management (Prof. Colin Egan, IEDC)
12:00 Reception & networking
In this session we would like you to experience how high quality graduate management education is delivered at IEDC-Bled School of Management. Professor Egan will lead an interactive lecture and share insights on the role of brands in driving customer satisfaction and company profitability.
To book your seat, please register here ».
Please read more about the speaker and the lecture below...
KEYNOTE SPEAKER
 Professor Colin Egan is Coca-Cola Chair in Marketing at IEDC-Bled School of Management in Slovenia ( www.iedc.si ) and Visiting Academic at Warwick Business School (WBS), UK. Over and above research, his career focus has been on all forms of ‘post-experience’ education and strategy consulting with academic institutions and major corporations. This has included MBA and executive development teaching, workshop facilitation, research project co-ordination and individuals’ project supervision. He has been a guest speaker at many corporate and open events and has delivered Executive Briefings worldwide on a broad range of topics, including Strategic Marketing, Customer Focus, Market Power and Advanced Brand Management. He received the WBS ‘Outstanding MBA Teacher Award’ for 2006/2007, 2007/2008, 2008/2009 and was nominated for the coveted BP Helios award for his work on management development in the company.
SYNOPSIS OF THE LECTURE
The proliferation of competition, coupled with the perceived ‘commoditisation’ of products and services, have challenged traditional views of ‘the brand’ and ‘brand management’. This, in turn, has created a discussion amongst both academics and practitioners about the role of brands in the contemporary ‘information age’. Practitioners struggle to quantify the return on the (intangible) brand investments they make. Academics, meanwhile, point to social, cultural and demographic discontinuities which potentially threaten to undermine brands as traditionally understood.
The internet-fuelled globalisation of communications poses another challenge, particularly for established brands. Conversely, the same global communications phenomenon provides opportunities to create global brands from scratch, (eg., Google, Facebook, Skype, Spotify etc.).
Brands! Brands!! Brands!!! Topics Include:
- The Brand Riddle
- Seeking brand potential: what is a brand?
- Organizational Associations & Brand Strength
- The Brand & Customer Value
- Brand foundations: the value proposition
- Brand Communications
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- Market Segmentation & Competitive Brand Positioning
- Brand & the Marketing Mix
- Brand Personality & Essence
- Product vs Service Brands
- ‘Moments of Truth’
- ‘Living the Brand’: Employee Engagement
- Brand Management Processes
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The event is organized under the patronage of the Embassy of the Republic of Slovenia.
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