Iconic brands have become great sources of value for some companies. Think of Coca Cola, Apple, Samsung, BMW, Toyota. However, digitization of the economy is changing the value of brands. Some brands have declined in value due to increased availability of information online, lower search costs, and growing trust in reviews. In such cases, better-informed customers don’t need to rely on brands as mush as signals of quality. For other brands, the digital age has led to increases in value through more personalization, and empowering the pursuit of a greater purpose. This course, we will address both of the risks and opportunities of digitization on brand value. We will provide tools to help your organization promote the value of your brands and increase the power to impact positive change.
As a participant in this program, you will acquire the tools to:
- Analyze the customer-brand equity
- Assess the digital-centric customer decision processes
- Ascertain the Marketing-Finance relationship and achieve real value, measurable, quantifiable
Prof. Willem Smit is an Assistant Professor of Marketing at the Asia School of Business and an International Faculty Fellow at MIT Sloan. His main expertise lies in strategy making and managerial cognition, particularly in the areas of digital marketing, global branding and new venture marketing. Prof. Smit earned his doctorate in Marketing from the Erasmus University in Rotterdam, the Netherlands. Prior to joining ASB, he was at IMD in Lausanne, SMU and NUS in Singapore, where he designed and delivered MBA and executive development programs for multinational companies in the telecom, pharmaceutical and consumer-packaged goods industries.
Assistant Professor of Marketing International. Faculty Fellow at MIT
Middle-to senior-level managers responsible for marketing, business development, digital transformation, internationalization, and market entry, representing a wide range of consumer and business-to-business industries. The marketing specialists aim to build their Digital Marketing Capabilities for their teams.