Dear Lecturers, Researchers and Students,

With the desire to create opportunities for exchange, networking, learning, and sharing new research and practical experiences with international scholars, College of Business would like to respectfully invite lecturers/ researchers to come and share your experiences at the COB seminar #2 as follows:

- Topic: Identity-Based Brand Management: Fundamentals and Layout

- Date: 10:00  11:30, on March 7^th, 2024

- Place:  Room B1.204, 279 Nguyen Tri Phuong St, Ward 5, Dist. 10, HCMC

- Speaker: Dr. Martin Koers, Managing Director of the Association of the Automotive Industry

Brands play an important role in the consumer decision-making process, also in the car industry. Undoubtedly, the success of the German automotive industry is to a large part based on the high global popularity of its premium brands. Brands become more and more the most intangible asset of a company. Therefore it is not for nothing, that branding is a key topic for the long-term success of many companies. How to manage a brand correctly has become a central management task. In recent years, a wide variety of concepts for brand management have emerged in the literature, each pursuing a different perspective on branding. The theory of identity-based brand management is the center of current research.

Registration via this  link

Yours sincerely,.