On 27th April, and in the context of the School Advisory Board meeting, the Head of the Brunel Business School, London Professor Chris Pitelis, organised a Distinguished Panel on corporate Branding.
The panel featured Business School Professor John Balmer, who spoke on Corporate Brands: What are they? What of them?’ John provided a historical excursion, also highlighting the critical role his research and that of his team at Brunel have played in pioneering, establishing and expanding the field.
Professor Stephen Greyser, Harvard University, then spoke on ‘Nobel as a Heritage Brand’. Professor Greyser introduced the concept and key characteristics of heritage brands and went on to highlight his research on one such brand, the Nobel Prize.
Following on from this, David Roth, WPP spoke about ‘Measuring and Assessing Branding-the Brand-Z project’. David highlighted the importance of measuring brands and assessing their link to performance. He referred to the Brand-Z project and its innovative way in which it addresses these issues.
There followed a spirited Q&A by the audience who seemed to thoroughly enjoy the opportunity to listen to three gurus from business and academia.