How to Build a Powerful Brand

What does ‘branding’ really mean? In what way can a powerful branding strategy influence the minds, hearts and lives of customers?

According to Professor Dauger, branding is all about creating market value. Market value can be identified by customer behavior and is created by strategic positioning within the market, as well as by the products and services on offer. A brand’s market value is a key focus of any brand management team. The brand constitutes an important symbol as it enables clear differentiation from competitors within the market. There exist a wide range of branding strategies, such that each brand carries with it a unique name, image, and selling-point. For example, powerful corporations such as Cartier, L’Oréal, P&G, Apple and Disney all demonstrate the extensive nuances of effective market branding.

Professor Corinne Dauger

Professor Corinne Dauger graduated from HEC in 1984. She had a long and successful career with P&G, where she worked for 18 years. In 2002, she became the Vice-President of Métiers at Hermès. In this position she manages product creation as well as manufacturing and sales. She works closely with Hermès shareholders and leading business unit managers, as well as with prestigious designers such as P. Hardy, V. Nichanian, M. Margiela, and J.P. Gaultier. In 2005, Ms Dauger resigned from her position at Hermès and left France to live in Madrid, Spain where she dedicates herself to her own artistic development. For example, she has curated several personal exhibitions at her studio. However, she continues to teach and to consult as an experienced executive. She joined HEC Paris in 2009 as an affiliate professor and teaches both the HEC MBA and Executive MBA Programs. She specializes in Customer Driven Innovation, Persuasive Communication, Creative Marketing and Luxury Marketing Dynamics.

This lecture will be delivered in English with a Chinese translation. Please note that places at this event will be limited.