McDonald's golden arches, Nike's swoosh, and Coca Cola's colors and bottle design are instantly recognizable around the globe. Companies spend billions of dollars to create, promote, and protect their brand names and logos.
What is the role of the logo? What do we mean by brand personality? How can you build brand equity? Can one revive 'damaged brands' such as Martha Stewart and Merck?
Don't miss this interactive session with renowned marketing expert Jerry Wind as he explains what lies behind the visual-verbal world of branding and logos.
Dr. Wind is one of the most cited authors in marketing, with many books, articles and monographs on virtually every area of marketing strategy, research, and product development, consumer behavior, and international marketing.
His current projects involve digital and corporate transformation, assessing the true value of the firm, making sense: when and how to change your mental models, corporate governance, and creativity. Wind was founding director of the Joseph H. Lauder Institute of Management and International Studies and the Center for International Management Studies at Penn's Wharton School. Among his many affiliations are Chancellor, the International Academy of Management, founder of the Wharton International Forum, and chairman of the committees that developed Wharton MBA curricula. He is also a trustee of the Philadelphia Museum of Art.
Dr. Wind holds numerous professional awards, including the Charles Coolidge Parlin Award for the Advancement of Science in Marketing, 1985; the first Faculty Impact Award, Wharton Alumni Association, 1993; the AMA/Irwin Distinguished Educator Award, 1993; and the Paul D. Converse Award, 1996. He has held visiting appointments at universities around the world and he sits on the editorial boards of several professional journals. Wind earned his Ph.D. at Stanford University.