Dr. Alexander Chernev, professor at Kellogg School of Management The Mecca of marketing with a lifestyle branding workshop

Monday, 19 November 2012
Executive MBA at American University in Bulgaria presents:

Dr. Alexander Chernev, professor at Kellogg School of Management - Mecca of marketing
with a seminar on lifestyle branding

November 21 (Wednesday), 19 pm., AUBG Education and Culture center "Iliev" in Sofia
The universally acknowledged scientist and marketing consultant Dr. Chernev, who teaches in the leading Kellogg School of Management along with the marketing guru Philip Kotler, will delivere a lecture on lifestyle branding in Sofia. Dr. Alexander Chernev will discuss:
  • Relations user : brand;
  • Risks of lifestyle positioning;
  • Change / shift in competition with brands;
  • Brands and modern communications environment;
Experts say that one of the important and emerging trends in modern marketing is the lifestyle branding. Positioning of the brands is no longer focusing so much on their specific advantages, but rather on linking brands to the lifestyle of consumers. Thus a brand gives the user the opportunity to be associated with a certain lifestyle and so the relationship with the user switches to another, more personal level. Lifestyle branding makes people see the brand as a friend.

Participants will be able to draw knowledge about the above concepts by Dr. Chernev and after the presentation they will be able to ask their questions. The seminar will be held on November 21 from 19 pm in AUBG Education and Culture center "Iliev" in Sofia, Student's town.

About the lecturer:
Dr. Alexander Chernev is a marketing professor at Kellogg School of Management, Northwestern University, USA. He holds a Ph.D. in business administration from the „Duke“ University.

In his research Dr. Chernev uses theories and concepts related to consumer behavior and decision making in order to create a successful corporate branding strategies and user management. His research has been published in leading journals including Business Week, The Wall Street Journal, The New York Times, etc. Dr. Chernev advises companies worldwide in the field of marketing strategies, business innovation, branding and customer management.
For more information, please contact Albena Kehayova at tel: 073 888 215 or mobile: 0888 80 17 48.
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