Strategies for Distinctive brands

By Judy Zaichkowsky, Professor of Marketing and Communication, CBS

Brand identity complements brand equity and it forms an important part of the strategic management of brands. Identity elements include a well-known brand name, logo, font type, symbols, colour, shape, as well as unique product and benefit descriptions. These different elements can contribute to distinct consumer perceptions of various brands in the marketplace and help to differentiate brands from competitors. Brand managers need to start with a vision of what they want their brand to represent and then use the appropriate identity elements to build the brand. Some brand identity components may be influential to choice at the subconscious level of consumers, and therefore the understanding of individual psychological processes of perception and social meaning is required by brand managers.

Judith Zaichkowsky has joined CBS in 2010 and comes from a position as professor at Simon Fraser University, Canada. Judith Zaichkowsky has also worked as a guest professor at INSEAD, Fontainebleau, University of Technology in Sydney and University of California in Los Angeles.

Judith Zaichkowsky has written many books and papers, e.g. Number one textbook in the Canadian Market: Solomon, Michael, Judith Zaichkowsky and Rosemary Polegato, Consumer Behavior: A Canadian Perspectives, 5th edition, 2010.

After the event there will be served wine and sandwiches and there will be good opportunities for networking.