Brand Names and Logos
Yoram (Jerry) Wind
Lauder Professor, Marketing
Editor, Wharton School Publishing
The Wharton School
University of Pennsylvania
Wednesday • February
8, 2006 • 5:00 pm
Room B1 Meyerson
Hall, 210 South 34th Street
(SW Corner, 34th & Walnut, School of Design)
Free. Public invited.
McDonald's golden arches, Nike's swoosh,
and Coca Cola's colors and bottle design are instantly
recognizable around the globe. Companies spend billions
of dollars to create, promote, and protect their brand
names and logos.
What is the role of the logo? What do
we mean by brand personality? How can you build brand
equity? Can one revive 'damaged brands' such as Martha
Stewart and Merck?
Don't miss this interactive session with
renowned marketing expert Jerry Wind as he explains
what lies behind the visual-verbal world of branding
and logos.
Dr.
Wind is one of the most cited authors in
marketing, with many books, articles and monographs
on virtually every area of marketing strategy, research,
and product development, consumer behavior, and international
marketing.
His current projects involve digital and
corporate transformation, assessing the true value of
the firm, making sense: when and how to change your
mental models, corporate governance, and creativity.
Wind was founding director of the Joseph H. Lauder Institute
of Management and International Studies and the Center
for International Management Studies at Penn's Wharton
School. Among his many affiliations are Chancellor,
the International Academy of Management, founder of
the Wharton International Forum, and chairman of the
committees that developed Wharton MBA curricula. He
is also a trustee of the Philadelphia Museum of Art.
Dr. Wind holds numerous professional awards,
including the Charles Coolidge Parlin Award for the
Advancement of Science in Marketing, 1985; the first
Faculty Impact Award, Wharton Alumni Association, 1993;
the AMA/Irwin Distinguished Educator Award, 1993; and
the Paul D. Converse Award, 1996. He has held visiting
appointments at universities around the world and he
sits on the editorial boards of several professional
journals. Wind earned his Ph.D. at Stanford University.
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Suggested Reading
J. Wind. Digital Marketing: Global
Strategies from the World's Leading Experts. Wiley,
2001.
J. Wind, V Mahajan & R Gunther. Convergence
Marketing: Strategies for Reaching the New Hybrid Consumer.
Financial Times/ Prentice Hall, 2002.
J. Wind & J. Main.
Driving Change. New York: Free Press, 1998.
Marty Neumeier. The Brand Gap: How
to Bridge the Distance Between Business Strategy and
Design. Pearson, 2005 (rev. ed.).
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