How sustainable is your brand?

How sustainable is your brand?

In the complex and changing business environment, the importance of a sustainable brand is greater than ever. It needs to be relevant, build customer loyalty, improve organisational performance and deliver stakeholder satisfaction. The more sustainable; the greater the reward.

Key elements will be presented by Keith Glanfield, Lecturer in Strategic Brand Management and Identity at Aston Business School, along with Harris International. At Fresh Perspectives, a free business briefing on Wednesday 14th December, Keith invites professionals from all sectors to hear the latest-thinking on the relationship between employees, customers, brand and, in turn, performance.

Keith transitioned into academia from 20 year career in industry, gaining expertise from partnerships with retailers, advertising agencies, not-for-profits and marketing research organisations. He specialises in transforming and optimising organisational brands, proposing new ways of working for the benefit of managers and marketing practitioners.

On the value of brand sustainability, Keith commented: “All businesses need to ask, ‘how sustainable is the brand?’

“Research has identified measuring sustainability changes the way we think about category and sector success. From this perspective businesses can understand the context and implications of their brand marketing strategy. A successful strategy will identify what employees consider as corporate identity and assess what contribution they make to constructing a strong and enduring brand for the business. Managing and measuring the strategy in this mind-set will deliver sustainability despite the ever-changing environment.”

To book your place at Fresh Perspectives:How Sustainable your brand? on Wednesday 14th December 7.30-9.00am visit http://www.aston.ac.uk/aston-business-school/executive-development/fresh-perspectives/