From Brand Purpose to Brand Activism

Consumers are increasingly interested in understanding the ‘who’, ‘why’ and ‘how’ behind the brands they are buying and they judge brands by what they believe in, stand for, and do in the world. Companies are responding to those changing consumer expectations by turning their attention to their brand purpose.

Professor Klaus Heine concentrates in his speech on the creation of brand meaning: What is it that high-end brands should stand for? Today, this is not just about product expertise, an aspiring country-of-origin or brand lifestyle. Almost everyone is talking about Corporate Social Responsibility. By standing up for environmental and social issues, luxury brands are moving “From Brand Purpose to Brand Activism.”

To make clear what Brand Activism is, he will present two recent case studies, one from the mass-market and another one from the high-end segment. With the help of fresh examples from the front line of Brand Activism, Prof. Heine demonstrates that there is a huge potential for luxury brands to tap into the trend of Brand Activism: A study by Haas School of Business at Berkeley, California, shows that more than 90% of millennials would switch brands to one associated with a cause. However, the huge potential comes with a big risk of damaging a brand. Prof. Heine demonstrates that Brand Activism only works by taking certain restrictions and requirements under consideration. Based on the case studies, he will derive ten major lessons learned for luxury brands on how (not) to engage in Brand Activism.

Join emlyon business school’s MSc in High-End Brand Management

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

Over the last two decades, the Gulf region has played an increasingly prominent role in global football. Its states now own several overseas clubs, its companies have been among some of the world’s biggest spenders on sports sponsorship, and its nations now play host to some of the world’s biggest tournaments and matches. To help understand how this happened, what it involves and consequences of the Gulf’s football investments, this Q&A brings together some of the world’s leading commentators on the subject.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

This seminar will examine what it means when football fans are engaged. The presentation will analyse engagement in terms of a three-stage process: motives, attitudes and behaviours, and will also highlight the significance of customer lifetime value in achieving engagement. Particular attention will be paid during the presentation to the engagement of particular groups of football fans in Asia.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

This seminar will examine why and how China is aiming to become a leading FIFA nation by 2050. Following President Xi’s announcement that his country should focus more on the development of its football, significant investment has taken place both internally and externally, resulting in everything from a growing number of overseas club owners from China to increasing numbers of football sponsors from within the country’s business community. The presentation will specifically address such developments.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

Professor Simon Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has apublished extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.

In this course, you will get a better understanding of Artificial Intelligence. How does it really work? How can you use AI in your projects?
You will discover and use the main sub-fields of AI and what are their real-world applications and limitations.