MBA新视野讲座第41讲：How to build the brand into the Marketing Plan

　　Topic: How to build the brand into the Marketing Plan

　　Time:13：30-16：00, November 29th, 2015

　　Speaker: Jim Ebel

　　Venue: Room 103, Teaching Building No. 9

　　Profile of the Guest Speaker:

　　Jim Ebel serves as an Associate Professor of Advertising at BNU-HKBU United International College, teaching upper level courses in advertising. He previously served two universities (West Virginia University, University of Tennessee) as a faculty member (Distinguished Chair in IMC, and Executive-in-Residence Entrepreneurship), and one (University of Mississippi) as Chief Marketing Officer. He has been a frequent visitor and lecturer across China, including Guangdong University of Foreign Studies, Jinan University, United International College, The Charm Agency (Beijing) and many other corporations. Jim is also CEO and founder of CenterBrain Partners, a 25 year-old global positioning agency with clients that include Kimberly-Clark, Yum Brands, Bridgestone, HSBC, and Abbott Labs (www.centerbrain.com).In his early career he directed brands for Kimberly-Clark, Bristol-Myers-Squibb, and Rhone-Poulenc-Rorer.

　　The lecture will focus on these three key areas:

1. What a brand is and how it is defined by powerful positioning？
2. How the brand can communicate cross-culturally by focusing on universal insights？
3. How brands build long-term wealth？

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