In an effort to gain a clearer understanding of the cultural and economic power of brands, the Department of Advertising at The University of Texas at Austin announces the formation of the Center for Brand Research (CBR).
Neal M. Burns, Director of the CBR stated, "The mission of the CBR is to integrate academic and practical knowledge of the branding paradigm through study of best practices, careful case study and real world analysis, and partnership across a wide range of leaders of brand research and practice. Its primary purpose is to provide research opportunities that deal with both the development of branding theory and the practice of branding."
The CBR will also offer industrial and governmental researchers, scientists and management a new place -- for study, for integration of experience and for cross-fertilization of current issues with developing theory and recommendations for best practice. Residence at the Center can range from a period of weeks to full semester participation as part of a research program. Periodically, the Center will convene conferences that specialize in particular topics of interest or address broad branding issues.
The first such conference is scheduled for May 7-9, 2003 entitled, <b>BRANDING AND REBRANDING IN THE 21ST CENTURY:
A TRANSDISCIPLINARY APPROACH.
The Conference grew out of the awareness that so many of our institutions --- from major corporations to our Nation itself -- were undergoing revision and re-examination. Restoring confidence and respect for American Business after Enron, WorldCom and the ethical questions about Wall Street behavior presents re-branding as a major communications challenge. Concern about the image of Religion, and the perception of education by the underprivileged and new dimensions for American diplomacy also suggest not only discussion but a search for commonality of problems and of solutions.
Join us in presentations and discussions with keynote speakers such as:
Andy Berlin, Chairman, Co-Chief Executive and Chief Creative Officer of Berlin Cameron/Red Cell
Michael Dell, Chairman and CEO of Dell Computer Corporation
Kurt Eichenwald, noted Author and Leading Journalist at The New York Times
Clyde Fessler, Recently Retired VP Business Development of Harley-Davidson
Lee Lynch, founder and CEO of Carmichael Lynch
Keith Reinhard, Chairman of DDB Worldwide
Roy Spence, Founder and President of GSD&M
Linda Wolf, Chairman and CEO of Leo Burnett Worldwide
and others.
Executives, agency management, academics, educators and clergy will want to attend. Held in beautiful Austin, Texas at the LBJ Library on The University of Texas campus, this executive-level conference promises fresh perspectives on contemporary issues facing many organizations.
The formation of the CBR within the Advertising Department in College of Communication reflects the emphasis these University entities have on business and social enterprise. The issues of Branding (and concomitant re-branding) extend today from services and package goods to the public perception of federal and state activities, a continuing emphasis on minority identity and meaning as reflected in their adoption of brands, and multinational marketing. It is that level of perceptual organization, i.e., brand meaning, which in turn determines the appeal of the offers and services provided by the enterprise. Branding stands at the core of much of today's multimedia delivered messaging efforts.
Burns said, "the CBR will afford the College's departments -- as well as consumer interest activities throughout the University -- with a supportive infrastructure for interdisciplinary research." The CBR will be complementary to the academic goals of the college's departments. Interestingly enough, the problems of branding require integrated communications and involve the disciplines of journalism, public relations, television, radio and film. One of the functions of CBR will be to facilitate research and research collaborations; disseminate research results through research conferences, meetings and other activities; strengthen graduate and undergraduate education by providing students with training opportunities and access to facilities. We will seek extramural research funds; and carry out university and public service programs related to the research expertise of the CBR.
12/9/2002