ISBM consortia are focused meetings of professionals who are responsible for one facet of the marketing equation at their firm.
In this case we'll be gathering brand, marcom managers and marketing managers interested in managing their brands for greater impact and equity in the markets they serve. We typically focus these meetings around a specific topic. And, for this meeting, we're focusing on: "Brands Working Together: Ingredient Branding, Co-Branding, and Brand Alliances.”
OVERVIEW
Of the world's ten most valuable brands, six are B-to-B brands. Whether it comes to value extraction for new technologies, protecting revenue and profits when patents expire, staving off commoditization in maturing markets, expanding sales in networked markets with converging technologies, accelerating market penetration in short-cycle technological environments, or supporting organic growth, it is clear that brands matter. But, B-to-B markets present special challenges. It is not adequate to simply “borrow” branding practices from consumer packaged goods companies. This program focuses on what we know about brands working together in B-to-B markets. It also sets the agenda on what we would like to learn.
Practitioners are invited to become part of this dialog and community, which will be key in shaping the branding research agenda of the ISBM and the Marketing Institute. To share and learn from peers. To build a unique professional network in this area.
Click here for the Agenda ToAgenda
HOTEL INFORMATION
The Westin O’Hare 6100 River Road Rosemont, IL 60018
A block of rooms is available at The Westin at a rate of $199 +tax a night until April 11, 2008; the block is under the name ISBM/Penn State. After April 11, room reservations will be on a space available basis.
To reserve a room, please call the hotel directly at 847-698-6000.
FEE
ISBM/Marketing Institute Member: $250 US Non-Member: $400 US
To register: Online Registration
CONTACT
Institute for the Study of Business Markets (ISBM) Smeal College of Business The Pennsylvania State University 484 Business Building University Park, Pennsylvania 16802-3603
Phone: 814-863-2782 Fax: 814-863-0413 E-mail: isbm@psu.edu
