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Dear All

The registration for this seminar is currently closed.

Thank you for your support.

Regards,
Huiling

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Description

The ​discipline ​of ​Brand ​Management ​is ​barely ​four ​decades ​old, ​but ​the ​management ​of ​luxury ​brands ​has ​been ​an ​ongoing ​challenge ​for ​more ​than ​four ​centuries ​and ​beyond. ​In ​this ​fascinating ​and ​very ​applied ​session ​Visiting ​Professor ​Mark ​Ritson ​looks ​back ​on ​his ​15 ​years ​working ​for ​LVMH, ​the ​World’s ​largest ​luxury ​goods ​company, ​and ​reflects ​on ​the ​key ​lessons ​he ​learned ​and ​how ​they ​can ​help ​every ​manager ​get ​more ​from ​their ​brands ​and ​organisations.
During ​this ​session, ​you ​will ​learn ​about: ​
• The ​two ​kinds ​of ​brand ​research ​and ​why ​you ​need ​both ​of ​them.
• Why ​digital ​marketing ​is ​nonsense ​and ​a ​contradiction ​in ​terms.
• Why ​targeting ​means ​who ​you ​want, ​and ​who ​you ​don’t
• Why ​consistency ​is ​over-rated ​and ​something ​to ​be ​avoided ​at ​all ​costs
• What ​the ​most ​powerful ​branding ​medium ​is ​and ​why ​almost ​no-one ​understands ​what ​it ​is ​(and ​its ​not ​people ​or ​Facebook!)
• Why ​most ​attempts ​to ​positon ​a ​brand ​are ​wrong ​and ​over-long
• Why ​time ​is ​always ​the ​enemy ​of ​marketing, ​and ​why ​you ​have ​to ​change ​to ​stay ​the ​same.

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