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MM Hosts First Branding Research Symposium
In conjunction with this year’s brand conference, the Department hosted its first branding research symposium. The research symposium attracted an audience of over 50 local and regional academia.
It featured the branding experts from academia who participated in the conference including Prof. Roland Rust, Prof. Rod Brodie and Prof. Sundar Bharadwaj to discuss leading insights into various areas in strategy and brand management. Other researchers from the Nordic Brand Academy of Sweden, Peking University Guanghua School of Management, Georgia University Terry College of Business, Emory University Goizueta Business School, University of Toronto Rotman School of Management.
Also presented at the symposium were topics on brand promises, the role of brand width, and brand experience to name a few. MM colleagues Dr. Sherriff Luk and Dr. Leslie Yip, shared their research paper on brand knowledge as did Prof. Howard Davies who delivered a presentation on organizational characteristics and product design strategy.
Overall the symposium was a success. The upcoming brand symposium will be held in conjunction with the brand conference around December this year. We would like to take this opportunity to encourage colleagues to contribute papers and presentations in the forthcoming symposium. Invitations for submission of papers will be announced in due course.
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