Room C205, College Building, Hendon
Turning brands upside-down: Out of the box strategies toward co-creation of brand meaning
Speaker: Associate Professor Dr Rossella Gambetti, Catholic University of Milan, Italy
We live in a society in which consumers are forcing companies to turn the rules of traditional branding upside-down to allow for an increasing relational protagonism of people in both the design and the delivery of brand contents and meaning.
Brands, to revitalize their competitive power beyond price and promotional wars, need to constantly put themselves into question and challenge their consolidated strategies, daring to think and to act out of the box to engage increasingly demanding and unpredictable consumers.
The aim of this lecture is to plunge into the current brand and consumer context to grasp the complex facets of contemporary post-postmodern branding. This, first, by depicting the conceptual dimensions underlying the current consumer-brand bond and, second, by unraveling the multi-faceted nuances of unconventional branding strategies that are paving the way for joint consumer and brand co-creation of brand meaning and values.
Rossella C. Gambetti, Ph.D., is currently assistant professor of Management Sciences at the Università Cattolica del Sacro Cuore in Milan. Her main research areas are: Consumer-brand relationships; Consumer-brand engagement; New frontiers in brand management and communication; Unconventional and ambient communication; Branded entertainment; Societal corporate branding and stakeholder engagement.
At the Università Cattolicashe she serves as research fellow and member of the scientific committee of the Research Lab on Corporate and Marketing Communication (LABCOM). She is also executive director of the International Postgraduate Master in Corporate Communication.
She was visiting scholar at the Michigan State University (East Lansing, MI), Northwestern University (Chicago, IL), and Aoyama Gakuin University (Tokyo).
Rossella Gambetti also serves as member of the editorial board of the International Journal of Advertising and as ad-hoc reviewer for the following academic journals: California Management Review, International Journal of Advertising, Journal of Business Research, Journal of Marketing Communications, Marketing Intelligence & Planning, Corporate Communications: an International Journal, Micro & Macro Marketing, Mercati & Competitività.
She is author of four books and several scholarly journal articles, essays and papers on consumer-brand relationships, consumer-brand engagement, ambient communication and unconventional branding, corporate branding, and stakeholder engagement. Her studies have been published in California Management Review, International Journal of Market Research, Journal of Brand Management, Journal of Marketing Communications, Health, Risk and Society, Corporate Communications: an International Journal.
Please register with Ryan Buchschacher if you would like to attend.
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