CHICAGO, June 19, 2001 (PRIMEZONE) -- Research International USA will host its third 2001 RInsights Breakfast Seminar, "Branding 2001" New perspectives on branding, Thursday, August 2, 2001, from 8 a.m. until noon at The Mark Hopkins InterContinental Hotel, Number One Nob Hill, San Francisco, CA.
Acquiring and retaining customers in today's volatile markets is a formidable challenge that requires proactive examination and evaluation of branding strategies. This program provides branding insights and practical applications of the latest market research tools and techniques to help build strong, sustainable brands, even in difficult times.
Invited guests include clients of Research International and affiliated companies, media representatives and other corporate executives responsible for their company's market research, marketing and business development strategic development and brand management.
Speakers and topics include:
What Active Buyers Really Want -- Using Adaptive Conjoint Analysis from Real Buyers to Develop New Branding Insights -- Ceasar Pacheco, Research International's head of Interactive Research and Daniel Greenberg, VP of Marketing from Active Decisions demonstrate how to use actual results from real buyers to examine the impact of brand equity on purchasing decisions. Attendees will learn how an innovative Web-based data gathering technique can be used to analyze trended results from tens of thousands of respondents to deliver actionable insights on brands and customers.
Branding Effects -- The Role of Parent and Sub-Brands in Determining Overall Brand Health -- Steve Ingledew, Executive VP and RI USA's Technology Practice leader, and Bonnie Breslauer, Sr. VP, Lightspeed Research, reveal how to use a branding framework and interactive Internet research panel to answers key questions on how brand equity and image of parent brands affect sub-brands, and vice versa. And which elements of the parent brand are easily transferable to the sub-brand?
"Inside Out" Brand Management in Difficult Times -- How successful organizations today build Masterbrands -- Co-authors of The Masterbrand Mandate, Lynn Upshaw, principal of Upshaw and Associates, and Earl Taylor Ph.D., Sr. VP, Research International will present a plan of action for corporations to build brands from the inside of their organizations to create and manage a company-wide "masterbrand." Learn how the masterbrand affects customer experience and decision making throughout the organization so that ultimately all employees "live the brand."
For information or to register, corporate executives or media representatives need to reserve space with Jackie Speckin, VP of Marketing, RI USA at 312-981-5722, or email: jlspeckin@research-int.com. Space is limited, so please reserve early to ensure a space.
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CONTACT: Research International USA
Jacqueline L. Speckin, VP, Marketing
(312) 981-5722
j.speckin@research-int.com