Welcome to the fifth Lund Brand Management Group (LBMG) seminar.

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Welcome to the fifth Lund Brand Management Group (LBMG) seminar on the theme ”Practical challenges of brand management” at Lund University School of Economics and Management.

The challenges facing brand management are tougher than ever; Increased demand for delivering on performance and at the same time being sustainable. To manage and work with brands and people under these conditions are key challenges for today’s businesses and organisations. 

The LBMG seminar bridges theory and practice. At the seminar you will have the opportunity to meet and listen to executives and academics sharing their latest insights and experience on brand management.    

The seminar will be held in English.

The registration is closed

Read more about Lund Brand Management Group (LBMG).
 

Agenda

12:45-13:15 Registration

13:15-13:20 Introduction to the seminar

13:20-14:05 Frank Alpert, Associate Professor of Marketing, UQ Business School, The University of Queensland, Brisbane, Australia.

“Branding’s Science-Practice Gap” examines the causes of the ‘gap’ between academics and practitioners in our context of branding, considers possible solutions to ‘close the gap’ and have collaboration between academics and practitioners on important branding challenges, and identifies some of the branding challenges of importance to practitioners at this time.

14:05-14:15 Johan Anselmsson, Professor of Marketing, Lund University School of Economics and Management.

”To be or not to be a relevant, sustainable and profitable brand” - Johan will present some empirical insights on current ethical issues like; Me-too, tax avoidance, manipulations with country-of-origin and their relevance for successful branding.

14:15-14:35 Susanne Arvidsson, Associate Professor
 of Finance and Accounting, Lund University School of Economics and Management.

“Sustainability as a branding technique”. The presentation gives an overview of how companies communicate sustainability in financial reports. What is true? Marketing or well-integrated strategy?

14:35-14:45 Master students and Mats Urde, Associate Professor of Marketing, Lund University School of Economics and Management.

“Master case” - Mats and the students will present a relevant branding case, which will be discussed after the break. (The case has been distributed to you through e-mail when your registration was confirmed).

14:45-15:15 BREAK

15:15-15:35 Master students and Mats Urde, Associate Professor of Marketing, Lund University School of Economics and Management.

15:35-16:20 Patrik Romberg, Corporate communications, Trelleborg AB.

Trelleborg has made quite a journey in terms of branding in the last years and Patrik will present how they have managed the practical challenges of today. Trelleborg is a truly global brand and a world leader in engineered polymer solutions that seal, damp and protect critical applications in demanding environments. Trelleborg operates in 50 countries with a turnover of 32 billion SEK and more than 25000 employees.

16:20-16:30 Summary