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Brand Management in the Global Context

February 26, 2015

According to an Accenture report, nearly 60 percent of the aggregate value of the U.S. stock market is based on investor expectations of future growth. These future values are tied to the intangible assets that are, in most cases, tied to brand equity. Whether you are in marketing, operations, finance, human resources or any other area, it is important to understand how you can help contribute to the growth of your company’s brand or brands’ value over time on a global scale.
A strategically sound brand management strategy is critical to any company’s future success, whether it is B-to-C or B-to-B. A well-managed brand(s) will ensure your company is positioned to be globally competitive with sustainable and profitable growth.

Dates: February 26th and March 5th and 12th
Time: 6pm – 9pm
Where: University of San Diego

Learning Objectives

  • Develop and articulate a clear brand strategy that includes:
    • Brand architecture
    • Brand positioning
    • Brand story
  • Develop and execute a brand marketing strategy and model that will meet the company’s vision
  • Identify some of the key challenges facing brand management in the current consumer environment

Total Seminar Hours: 9


Thomas Yang has had a successful career as a results-oriented senior executive leader of global brand and general management with Proctor & Gamble, Coca-Cola, Clorox, Starbucks, Del Monte and, most recently, Callaway. Thomas has had responsibilities with revenue ranging from $450 million to $5 billion in North America, Japan, China, Europe, Korea, SE Asia, Middle East, Africa, Latin America and India. He has been recognized for driving and maximizing sales and profits of global brands in both developed and developing markets. He has served in positions of senior executive leadership at the local, regional and global levels while having lived and worked across the world in seven different countries.

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February 26, 2015
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