This relationship between brand and consumer is complex as any other emotional relationship. Indeed, a lot of current research indicates that loyalty is directly related to product quality and in turn quality’s perception is related to product’s price. However, the research centers on these questions only because it is harder or less obvious to explore customer’s emotions and subconsciousness, so research focusing on these relationships is less abundant. However, most experts would agree that the truly understanding consumer behavior indeed remains “black box.”
Therefore, if customers are not an integral part of developing a marketing strategy we will be late in the development of the desire relation between the brand and its customers. In her academic work, Ivana has been conducting a series of lectures on brand management, but her favorite lectures and workshops are to assist marketing experts understand the brands in a deeper and more complex way – to transform the brand in a living form and to understand how it affects the lives of customers and consumers.
This is a series of comprehensive lectures that cover all the vital elements of brand marketing such as tools for developing brands, brand positioning and brand pyramid. The goal is to develop an understanding that these days the key element of a brand decreases in importance, while the character comes to the spotlight, so the brand could create an intimate and loyal relationship with a client, transferring human relations to the virtual world. Our workshops include lectures, case studies, individual and team exercises as well as many tools.
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