Frontier Business Forum 71 & MBA New Vision Lecture 52

Topic: Branding 4.0 – How Chinese Brands will succeed in the decades ahead

Time: 13:30-15:30, November 18^th, 2018

Speaker: Jim Ebel (CEO/CenterBrain Partners, Inc.)

Venue: Room 103, Teaching Building No. 9

Profile：

Jim Ebel is regarded as a global expert in brand development through his 27-year-old consultancy CenterBrain Partners, Inc. (www.centerbrain.com.cn), with offices in the U.S. and the Peoples Republic of China.  He has created brand positioning and helped launch over 220 brands in 70 global categories resulting in nearly $5 billion in incremental sales for Kimberly-Clark, KFC, Burger King, HSBC, Visa, Victoria’s Secret, JLG, Appvion, Mastergroup China, and a wide range of well-known brands.  Jim has served as Chief Marketing Officer of the University of Mississippi, The Harrison-Omnicom Professor of IMC at West Virginia University, and an Executive-Residence at the University of Tennessee.  He is a graduate of Indiana University’s Kelley School of Business (MBA), and the University of Tennessee (B.S. Accounting).

Synopsis:

China has moved through three phases of branding in just 30 years; nearly three times faster than other developed nations.  

Now a new branding phase has arrived, what we at CenterBrain®️ Partners call - Branding 4.0™.

The Chinese consumer has evolved quickly, is sophisticated and discerning and is now the primary driver in the changes occurring in the Chinese and Global marketplace.

In this lecture, Professor Ebel, will for the first time, provide his overview of the three phases that Chinese brands have moved through since The Reform and Opening-Up Policy of the late 70’s.  He will then posit that Chinese brands are poised to enter a new phase, driven by brand differentiation, brand positioning, and meaningful brand benefits.  This new phase will open up great potential in brand wealth that will transmit to society as a whole.

Branding 4.0™ will illuminate the challenges Chinese brands will face now and in the future within the context of Professor Ebel’s methods and practices developed over the past 30 years as a global brand consultant and an academic both in China and the U.S.