download - Thought Leaders in Brand Management Conference

Thought Leaders in Brand Management:
A Meeting of the Minds
march 11-12, 2011
USI Università della Svizzera italiana
Lugano, Switzerland
Programme
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WELCOME!
Thought Leaders in Brand Management:
A Meeting of the Minds
Thursday, March 10, 2011
From
19.30
Welcome reception
Meet with conference participants for a drink and finger food in an informal atmosphere
Hotel Lido Seegarten
Friday, March 11, 2011
Main Building
Executive Center
Blue Room
Main Building
Executive Center
Red Room
Main Building
Room 351
Main Building
Room 354
Main Building
Room A13
08.00
08.30
08.30
08.45
08.45
9.15
9.15
9.40
9.40
10.00
10.00
10.30
10.30
11.30
Registration
Welcome coffee
Welcome and opening session
Prof. Leslie de Chernatony, Università della Svizzera italiana
Prof. Lorenzo Cantoni, Dean of Faculty of Science Communication, Università della Svizzera italiana
Keynote
“Radical openness: giving away your brand, developing communities, and creating spaces for engagement”
Bruno Giussani, European Director, TED
Networking activity
Keynote
“The Credit Suisse case: the journey to a single brand”
Manfred Stuettgen, Global Head of Branding, Credit Suisse Group
Coffee break
Breakout session 1
University Main Entrance
Aula Magna
Aula Magna
Aula Magna
Aula Magna
Aula Magna
Auditorium Foyer
Chair
Branding in Practice I
Leslie de Chernatony
Service Branding I
Caroline Tynan
Brand Equity I
Francesca Dall’Olmo Riley
Brand Personality
Carsten Baumgarth
British American
Tabacco:
Consumer
dialogue through
retail
Ljubica Uzelac (Brand
Manager Lucky Strike / Pall
Mall, GTR Europe, British
American Tabacco International)
20 min.
20 min.
Ensuring consistent delivery
and monitoring
progress -- the Credit Suisse
Brand Management
System
Manfred Stuettgen (Global
Head of Branding, Credit Suisse
Group)
Brand management systems
and service firms’
competitiveness
María Santos Vijande (Universidad
de Oviedo, Spain), Ana del
Río Lanza (Universidad de Oviedo,
Spain), Ana Díaz Martín
(Universidad Autónoma de Madrid,
Spain), Leticia Suárez Álvarez
(Universidad de Oviedo, Spain).
A study of brand preference
from experiential
view
Reham Ebrahim (Brunel University,
UK), Ying Fan (Brunel University,
UK)
Methodological issues in
cross-cultural branding research
Isabel Buil (Universidad de
Zaragoza, Spain), Leslie de Chernatony
(Università della Svizzera
Italiana / Aston Business School,
Switzerland / UK), Eva Martinez
(Universidad de Zaragoza, Spain)
Does sound symbolism
shape brand personality
perceptions?
Bianca Grohmann (Concordia
University, Canada), Amélie
Guèvremont (Concordia University,
Canada)
On the appropriateness
of the assignment of
human personality traits
to brands
Theo Lieven (University of St.
Gallen, Switzerland), Miriam van
Tilburg (University of St. Gallen,
Switzerland)
60 min.
20 min.
The role of affect in escalating
commitment to a
brand
Magda Nenycz-Thiel (Ehrenberg-Bass
Institute, University of
South Australia, Australia), Jenni
Romaniuk (Ehrenberg-Bass Institute,
University of South Australia,
Australia), Gosia Ludwichowska
(Ehrenberg-Bass Institute, University
of South Australia, Australia)
Toward a new approach
to building brand-person
metaphor
Salim Azar, (ISG Business School,
France)

Main Building
Executive Center
Blue Room
Main Building
Executive Center
Red Room
Main Building
Room 351
Main Building
Room 354
Main Building
Room A13
11.30
12.30
Breakout session 2
Chair
Branding in Practice II
Lorenzo Cantoni
Brand Identity
Jenni Romaniuk
Brand Relationships
Mai Antilla
Luxury Brands
Isabel Buil
Delivering the Credit
Suisse brand promise to
our clients
Manfred Stuettgen (Global
Head of Branding, Credit Suisse
Group)
20 min.
Looking back at logos and
rethinking logo
Martin Mendelsberg (Associate
Strategist, BrandED Consultants
Group, Professor of Design,
Rocky Mountain College of Art
and Design Denver, USA)
Rebranding communitybased
corporate brands:
An action research approach
Dale Miller (Griffith University,
Australia), Bill Merrilees (Griffith
University,Australia)
Stretching a luxury brand
down: An experimental
study of core brand dilution
effects
Fanny Magnoni (IAE CERAG,
France), Elyette Roux (IAE
CERGAM, France)
20 min.
Brand mergers: an analysis
of consumer brand
identity preferences
Joana César-Machado
(Catholic University of Portugal,
Portugal), Paulo Lencastre
(Catholic University of Portugal,
Portugal), Leonor Vacas-de-
Carvalho (Universidade de
Évora,Portugal)
Examining the link between
brand relationships
and tribal behaviour:
A structural model
Cleopatra Veloutsou (University
of Glasgow, UK), Rodoula Tsiotsou
(University of Macedonia,
Greece)
Step-down vertical brand
extensions of luxury and
prestige car brands:
Preliminary results.
Francesca Dall’Olmo Riley
(Kingston University, UK), Jose
Miguel Pina (University of
Zaragoza, Spain), Rafael Bravo
(University of Zaragoza, Spain),
Alexander Hoffmann (Kingston
University, UK)
60 min.
20 min.
The role of brand logos
in customer commitment
and firm performance
C. Whan Park (University of
Southern California, USA), Andreas
Eisingerich (Imperial College
London, UK), Gratiana Pol
(University of Southern California,
USA)
Brand passion: Exploring
consumer/brand relationships
antecedents and
outcomes
Noel Albert (Wesford Business
School,France), Dwight Merunka
(University Paul Cézanne (IAE),
France), Pierre Valette-Florence
(University of Grenoble (IAE),
France)
How should perceptions
of luxury be measured?
A comparison of three
luxury scales in a French
setting
Virginie de Barnier (IAE/ Wesford
Business School, France),
Sandrine Falcy (IAE, France),
Fanny Magnoni (IAE de Grenoble
and CERAG, France), Pierre
Valette-Florence (IAE and
CERAG, France)
12.30
13.45
Lunch
Aula Magna Foyer
13.45
14.45
14.45
15.45
Roundtable session
Aula Magna
Moderated tables will provide knowledge sharing and best practices and experiences. Themes include: B2B, retail branding, powerful brands, branding and
religion, brand measurement, higher education branding, sensory branding, brand identity, service branding and internal branding.
Breakout session 3
Chair
Branding in Practice III
Francesco Lurati
Internal Branding
Joana César-Machado
Brands and people
Dale Miller
Values, experiences
and Identity
Colin Jevons
Brand Associations
and behaviour
Cleopatra Veloutsou
Challenges and opportunities
in re-branding
a company post acquisition:
Lessons learned
based on the case
study of Merck Serono
Stefanie Lauber (Head of
Communications, Merck
Serono)
20 min.
20 min.
Managing reputation
and identity in financial
services
Raffaele Züger (Vice President/
Brand Management and Strategic
Projects, BSI, Banca Svizzera Italiana)
Internal branding:
Franchisor leadership as
a critical determinant
Bill Merrilees (Griffith University,
Australia), Lorelle Frazer (Griffith
University, Australia)
Do brand mascots design
characteristics matter to
child recognition?
Ana Côrte-Real (Catholic University,
Portugal), Paulo Lencastre
(Catholic University, Portugal)
The Role of Extrinsic Cues
in the liking for the
Branded Politicians
Rune Bjerke (Oslo School of Management,
Norway)
Co-creating value in online
customer environments
for luxury brands
Sally McKechnie (Nottingham
University Business School, UK),
Caroline Tynan (Nottingham
University Business School, UK)
Measuring online brand
experience: Applying
Schmitt’s concept of
Experiential marketing
Zalfa Laili Hamzah (University
of Malaya, Malaysia), Syarifah
Faridah Syed Alwi (University of
Malaya, Malaysia), Md Nor Othman
(University of Malaya,
Malaysia)
Modelling the underlying
structure of consumer
brand associations
Jenni Romaniuk (University of
South Australia, Australia)
Measuring and predicting
brand purchase behaviour
amongst older customers
in Japan
Jaywant Singh (Kingston University,
UK), Francesca Dall’Olmo
Riley (Kingston
University, UK), Mari Maeda
(BASES, Japan)
60 min.
20 min.
Building bank brands:
How leadership style
influences branch
employee commitment
Elaine Wallace (National University
of Ireland Galway, Ireland),
Leslie de Chernatony (Università
della Svizzera Italiana/Aston
Business School, Switzerland/ UK),
Isabel Buil (University of
Zaragoza, Spain)
Understanding the success
of Third Places: The contribution
of the attachment
theory
Chourouk Mzahi (Paul Cezanne
University, France)
What’s behind the corporate
brand identity of financial
institutions? A
content analysis applied
to the Spanish banking
sector
Rafael Bravo (Universidad de
Zaragoza, Spain), Jorge Matute
(Universidad de Zaragoza, Spain),
José Pina (Universidad de
Zaragoza, Spain)
15:45
17:15
From
19:30
Keynote speaker
“The role of powerful brands in creating shareholder value”
Professor Malcom McDonald, Chairman of Brand Finance and former Marketing Director at Canada Dry
Evening programm
Auditorium

Saturday, March 12, 2011
Main Building
Executive Center
Blue Room
Main Building
Executive Center
Red Room
Main Building
Room 351
Main Building
Room 354
Main Building
Room A13
08.30
09.00
09.30
09.30
10.30
Welcome coffee
Plenary session
“Swisscom: creating a living identity – a case study”
Geoff Linsell, Managing Director, Moving Brands
Breakout session 4
Auditorium Foyer
Auditorium
Chair
Branding in
Practice IV
Leslie de Chernatony
Web 2.0, Brand
Communication and
Brand Communities
Ana Côrte-Real
Brand Equity II
Dennis Pitta
Environmental and CSR
Branding
Peeter Verleigh
B2B-Branding: How to
bring a brand to life
across cultures – or
the ABB and Holcim
approach to Branding
Maria Jobin (Head of
Branding and Advertising,
ABB), Bjoern Kaelin (Head
of Customer Insight and
Trademark Management, Holcim)
20 min.
20 min.
WWF International,
a social animal
Danielle Chidlow (Director,
Brand Strategy), Fernando Zarur
(Online Content Producer), World
Wildlife Fund
The impact of social media
conversations on corporate
reputation: Proposing
a multi-level framework
and methodology
Andreina Mandelli (SDA Bocconi
School of Management, Italy),
Lorenzo Cantoni (Università
della Svizzera italiana, Switzerland)
Getting to grips with the
dimensions of brand
equity: An exploratory
European study amongst
consultants and managers
George Christodoulides (University
of Birmingham, UK),
Cleopatra Veloutsou (University
of Glasgow, UK)
The effects of an integrated
marketing communication
(IMC) capability
on brand performance
Sandra Luxton (Monash University,
Australia), Mike Reid (RMIT,
Australia)
CSR-branding in b-to-b
markets: Concept, literature
review and routes for
further research
Carsten, Baumgarth (HWR
Berlin - School of Economics and
Law, Germany), Lars Binckebanck
(Nordakademie, Germany),
Bill Merrilees (Griffith University,
Australia)
A relationship building
model in the context of
green brands
Erifili Papista (Athens University
of Economics & Business, Greece),
Sergios Dimitriadis (Athens
University of Economics and Business,
Greece)
60 min.
20 min.
Brand (related) communities
within social networks
Melanie Zaglia (University of
Michigan, USA), Stefan Maier
(University of Innsbruck, Austria)
The role of affect in escalating
commitment to a
brand
Mark Pritchard (Central Washington
University, USA), Dan
Funk (Griffith University, Australia)
Can “Organic” be managed
as a brand? The
many particularities creating
confusion
Eiren Tuusjärvi (Helsinki University,
Finland)
10.30
11.00
11.00
12.00
Coffee break
Breakout session 5
Auditorium Foyer
Chair
Branding in Practice V
Andreina Mandelli
Sensory Brand Experience
Bianca Grohman
Retail Branding
Ann Marie Doherty
Social Media and Brand
Nicholas Alexander
Brand building in
third party markets
James Petrie (Distributor
Sales Manager, Vans & Pro-
Tec, Europe, Middle East and
Africa)
20 min.
“No violins, they are too
melancholy” The challenges
of creating an appropriate
audio brief
Michael Spencer, Mananging
Director, Sound Strategies
From product certification
to purchase intention:
Finding the point of leverage
Johannes van Rekom (RSM
Erasmus University, Netherlands),
Henk De Vries (RSM Erasmus
University Netherlands), Rick van
Diepen (TomTom, Netherlands)
Brand management and
user created media: Using
the semantic web to hear
the voice of the customer
Danielle Fowler (University of
Baltimore, USA), Dennis Pitta
(University of Baltimore, USA)
30 min. 30 min.
BRANDIFICATION –
Introducing the
driving factors of
brand valuation as
a corporate product
Wolfgang Steiner (Director,
SapientNitro)
20 min.
20 min.
Brand choice is affected
by indirectly related
sounds
Peeter Verlegh (Rotterdam
School of Management, Erasmus
University, Netherlands), Gaby
Schellekens (Rotterdam School
of Management, Erasmus University,
Netherlands)
Multi-sensory brand-experience:
Towards a
strategic sensorial brand
approach
Clarinda Rodrigues (Faculdade
de Economia da Universidade do
Porto, Portugal), Bertil Hultén
(Linnaeus School of Business and
Economics, Linnaeus University,
Sweden), Carlos Brito (Faculdade
de Economia da Universidade
do Porto, Portugal)
Retailer brand building as
a value creation process:
Identifying managerial
challenges and research
priorities
Clarinda Mathews-Lefebvre
(INSEEC, France), Pierre-Louis
Dubois (University Paris II-Panthéon-Assas,
France)
Retailers are corporate
too: Retail branding
reconsidered
Keri Davies (University of Stirling,
UK), Steve Burt (University
of Stirling, UK), Eric Calderwood
(University of Stirling, UK),
Paul Freathy (University of Stirling,
UK), Leigh Sparks (University
of Stirling, UK)
The impact of brand
pages on brand page
commitment and brand
commitment in the context
of social networking
sites
Celine Brandt (HEC Université
de Liège,Belgium), Charles
Pahud de Mortanges (HEC
Université de Liège, Belgium),
Laurence Dessart (HEC Université
de Liège, Belgium)
The importance of brand
interaction competence
for brand success in a
web 2.0 environment
Frank Hemmann (University of
Bremen,Germany), Christoph
Burmann (University of Bremen,
Germany), Daniela Eilers (University
of Bremen,Germany)

Main Building
Executive Center
Blue Room
Main Building
Executive Center
Red Room
Main Building
Room 351
Main Building
Room 354
Main Building
Room A13
12.00
13.30
13.30
14.00
14.00
14.15
14.15
15.15
Lunch
Keynote speaker
“Freitag-the designer bag with a conscience”
Monica Walser, CEO, Freitag
Plenary session
“If InterContinental were a sound... what would it be?”
Michael Spencer, Managing Director, Sound Strategies
Breakout session 6
Aula Magna Foyer
Aula Magna
Aula Magna
Chair
Branding in Practice VI
Nina Volles
Higher Education Branding
Elaine Wallace
Brands and their age
Bill Merilees
Places and Brands
Sally McKechnie
Services Branding II
Colin Jevons
WWF International:
One Brand, One Network,
One Voice
Danielle Chidlow (Director,
Brand Strategy), Fernando
Zarur (Online Content Producer),
World Wildlife Fund
20 min.
Is branding knowledge
hubs like transferring
thin air?
Janie Huus Tange (Director of
International Marketing and Recruitment,
Copenhagen Business
School)
Nostalgia and brand
management:
A semiotic study
Aurélie Kessous (INSEEC,
France)
Visitors’ perceived image
in destination branding:
A case study of Taiwan
Nina Michaelidou (University of
Birmingham, UK), Nikoletta Siamagka
(Hull University, UK), Pin
Chun Sun (University, UK)
Brand salience for services
Julian Vieceli (Deakin University,
Australia)
20 min.
An academic enterprise
approach to higher education
branding: Finding
common ground, establishing
common language
and ensuring common
outcomes
Rex Whisman (Principal and
Chief Strategist, BrandEd Consultants
Group)
Female model evaluation-
New brands versus established
brands
Xuemei Bian (Nottingham University,
UK)
Classifying online conversations
about tourism
destinations. A tourist
perspective
Elena Marchiori (Università
della Svizzera italiana,
Switzerland), Lorenzo Cantoni
(Università della Svizzera italiana,
Switzerland), Stefano Da Col
(Università della Svizzera italiana,
Switzerland), Alessandro Inversini
(Università della Svizzera
italiana, Switzerland)
Examining the formation
of website attitudes
toward multi-channel
retailers through service
branding and website
capabilities
Jamie Carlson (University of
Newcastle, Australia), Aron
O’Cass (University of Newcastle,
Australia)
60 min.
20 min.
The complex challenge
of university branding:
Where’s the pedagogy?
Adam Peruta (Ithaca College,
USA), Scott Hamula (Ithaca College,
USA), Diane Gayeski
(Ithaca College, USA)
Always as old as my testimonial?
The Impact of
perceived testimonial age
on brand age perception
and the moderating role
of stereotyped mental images
of typical brand
users
Frank Huber (Johannes Gutenberg
University, Germany), Frederik
Meyer (Johannes Gutenberg
University, Germany), Johannes
Vogel (Johannes Gutenberg University,
Germany), Andrea
Weihrauch (Johannes Gutenberg
University, Germany) Julia Zimmermann
(Johannes Gutenberg
University, Germany)
Modelling brand origin
recognition accuracy
Nicholas Alexander (Lancaster
University, UK), Marguerite
Moore (North Carolina State University,
USA), Anne Marie Doherty,
(University of Glamorgan,
UK), Jason Carpenter, (University
of South Carolina, USA)
15.15
15.45
15.45
16.15
16.15
17.15
17.15
17.30
Coffee break
Keynote speaker
“Disneynature - Building the 1st New Disney-branded film label in over 60 years”
Jean-François Camilleri, General Manager Disneynature Worldwide and President The Walt Disney Company France
Facilitated open space session
Joint discussion of issues and trends that emerged during the conference and the call for action
Conference wrap up and conclusion
Prof. Leslie de Chernatony, Università della Svizzera italiana and Aston Business School, UK
Aula Magna Foyer
Aula Magna
Aula Magna
Aula Magna

Campus
Corso Elvezia
Viale Cassarate
Red Building
Corso Elvezia
Aula
Magna
Main
Building
Main
Entrance
Via Giuseppe Buffi
Ground Floor
Main
Building
Room
A14
Red
Building
Toilets
Entrance
Room
A 13
Toilets
Toilets
Main Entrance
Registration
1st Floor
Main
Building
Auditorium
Toilets
Toilets
Executive Center
Room
354
Room
351
Foyer
Blue
Room
Lounge
Red
Room
Wireless Access
The University campus is equipped with an open-access wireless network throughout.
To access the network, please select USI WIRELESS.

Conference Venues
1 Conference Location
USI Università della Svizzera italiana
via Giuseppe Buffi 13
CH-6900 Lugano
2 Dinner Party
Casinò Lugano
via Stauffacher 1
CH-6901 Lugano
+41 (0)91 973 71 11
3 Hotel Lido Seegarten
Viale Castagnola 24
CH-6900 Lugano
+41 (0)91 973 63 63
Conference Hotline
Phone number in the event
of an emergency
+41 (0)58 666 4605
(during conference hours)
+41 (0)79 378 9920
(after conference hours)
Taxi
ABA Taxi +41 (0)91 972 22 22
4 Hotel Pestalozzi
Piazza Indipendenza 9
CH-6901 Lugano
+41 (0)91 921 46 46
5 Hotel Villa Sassa
Via Tesserete 10
CH-6900 Lugano
+41 (0)91 911 41 11
6 Hotel Splendide
Riva A. Caccia 7
CH-6900 Lugano
+41 (0)91 985 77 11 Fax +41 (0)91 985 77 22
Lugano
5
1
2
4 3
6

2011 Thought Leaders in Brand Management
Steering Committee
Leslie de Chernatony
Chairman
Università della Svizzera italiana,
Switzerland and Aston Business School, United Kingdom
Isabel Buil
University of Zaragoza, Spain
George Christodoulides
The Birmingham Business School, United Kingdom
Colin Jevons
Monash University, Australia
Joana César Machado
Universidade Católica Portuguesa, Portugal
Bill Merilees
Griffith Business School, Australia
Ivan Snehota
Università della Svizzera italiana, Switzerland
Cleopatra Veloutsou
University of Glasgow, United Kingdom
Nina Volles
Università della Svizzera italiana, Switzerland
Elaine Wallace
National University of Ireland Galway, Ireland
Thought Leaders in Brand Management Conference
c/o USI Università della Svizzera italiana
Via Giuseppe Buffi 13
CH-6900 Lugano
Switzerland
Phone +41 (0)58 666 4605
Fax +41 (0)58 666 4739
E-mail info@brand.usi.ch
Website www.brand-management.usi.ch
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