Brand Management in Times of Crisis: Lessons from an Interconnected World

Date(s) - 14/06/2017
1:30 pm - 4:00 pm

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The Reverie Saigon


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Event Description

This seminar is a mini-case study of United Airlines and their handling of their recent series of crises. The speaker will talk about how the world has changed and how that led to the traditional crisis management techniques failing, and end with recommendations for how to protect a brand when messaging is often outside a company’s control.


1:30 pm
2:00 pm Welcome Remarks
2:05 pm Presentation, Panel discussion followed by Q&A
4:00 pm Event ends


AmCham Members: vnd 550,000| Non-members: vnd 700,000

Reservations/cancellations must be received by 24 hours before the event, and must be made on-line, by email, or by fax. We are unable to accept reservations/cancellations by telephone.


Professor Yorkston.

Prof. Yorkston is an expert on branding, product development, consumer psychology, consumer behavior, and global influences on consumption. He has lead study trips to Japan, Chile, Mexico, Cuba and Peru. His research on branding has been featured in numerous academic journals including Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research and Journal of Advertising, as well as The New Yorker. He teaches both MBA students and executives at TCU, and has taught students and executives at the University of Hawaii, University of Southern California and University of California at San Diego. He holds a BA from the University of Colorado, MBA from Rutgers University, and MPhil and PhD from New York University.

Panelists (TBA)


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