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

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

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Location
The Reverie Saigon

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Brand Management in Times of Crisis – Prof. Yorkston

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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.

Agenda

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

Costs

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.

Speaker

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.

Panelist

Chris Elkin
Managing Director,
Aleph Labs & red brand builders, Vietnam

Chris’s curiosity has propelled his life from a small town in Northern Ireland, to cutting his professional teeth in London & New York, before making a move to Singapore in 2000 and Vietnam in 2005.

Chris is a UK Chartered Marketer and Managing Director of Aleph Labs and red brand builders, Vietnam.

Chris’s passion is in creating, building and connecting brands with people in the fast-changing digital age through human-centered design.

He has a proven track record in building and leading large multidisciplinary teams in planning, executing and evaluating branding, packaging design, UX/UI & digital marketing & development services.

His market experience covers the UK, S.E. Asia and Vietnam. Industry category experience includes FMCG, Dairy, Beer, Retail, Education, Health & Personal Care, Real Estate and Financial Services.

A collaborative chap, Chris welcomes new connections with people who share his passion to build brands in the digital age.

 

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