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Executive Seminar: Building the bridge between brand and reputation - 01.10.2012
Lugano, Switzerland, December 5-7

USI Università della Svizzera Italiana invites you to join Professors Paul Argenti and Kevin Lane Keller from the Tuck School of Business at Dartmouth – ranked number one in both the Wall Street Journal and the Economist for the best full-time MBA programs worldwide. Argenti and Keller, two of the world's top thinkers, provide the latest and most comprehensive framework and practical insights on managing corporate brand and reputation. While the topics of brand and reputation are often relegated to their own corners of a corporation, Keller and Argenti delineate their intrinsic link and focus on how to think about, manage, and measure your organization's brand. Using reputation paradigms they will engage you in a dialogue about how to position yourself and your organization in a highly competitive world.

Who should participate?

"Building the bridge between brand and reputation” is a fast-paced two and one half-day seminar designed for senior executives who bear the responsibility for corporate branding, marketing, communications, or investor relations. The topics and discussions are appropriate for executives from a wide range of organizations and settings including public or private, large or small firms. If you are a Chief Communications or Marketing Officer this program is perfect for you, but it is also well-structured for managers, administrative officers, or presidents of small companies. Communication professionals will learn more about how brand and reputation work together and marketing professionals will learn more about the importance of communication in a highly competitive world.

What will you learn?

Participants will come away from the seminar thinking strategically about their organization's identity, image, brand, and reputation. Discussions with faculty and invited industry experts will focus on how to integrate and align an organization's corporate communications and branding efforts and initiatives. Participants will explore how to develop strategies to mitigate reputational risk and to build reputational capital; and how to manage and measure corporate brand equity across products, categories and markets applying methods to their current business challenges.

More info and registration

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