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Building Strong Connections Between Brands and the Self, Prof. Neal Roese

by Marketing Club - Evening & Weekend MBA

Speaker Marketing

Mon, 15 Apr 2019

5:15 PM – 6:00 PM

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Wieboldt - 105

Wieboldt - 340 E Superior St, Chicago, IL 60611

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The pinnacle of brand success occurs when the brand becomes part of the customer’s sense of “self.” But reaching this pinnacle is challenging. In this presentation, we will identify best practices in creating strong self-brand connections as informed by basic research in psychology. Key points include:
- The business benefits of building strong self-brand connections
- Branding built on the self as individual vs. group member
- The unique opportunity in targeting life transitions
- Optimizing brand community

Neal Roese, Ph.D., is the SC Johnson Chair in Global Marketing at the Kellogg School of Management. He teaches the MBA course on Strategic Brand Management and contributed the chapter on Self-Brand Connection in the new book, "Kellogg on Branding in a Hyper-Connected World."



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Wieboldt - 105

Wieboldt - 340 E Superior St, Chicago, IL 60611

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Marketing Club - Evening & Weekend MBA | Website | View More Events

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