Sales Ended

Free SME Resource Workshop - Brand Management and Customer Retention

Event Information

Share this event

Date and Time

Location

Location

KPMG

One Snowhill

Snowhill Queensway

Birmingham

B4 6GH

United Kingdom

View Map

Event description

Description

As part of our commitment to Small and Medium size Enterprises (SME's), November is Colmore BID's 'SME and Start -Up Business Support and Resource Month.

Working with our Partners Aston Business School, KPMG and Barclays Eagle Labs, we have put together a series of three workshops, to support people who run small and medium size enterprises and those who are setting up a new business.

Our first workshop is Brand Management and Customer Retention.

Successful brands are one of the most significant ways for companies to gain competitive advantage. Strong brands are essential for attracting new customers and retaining existing customers. Professor Blut presents results of a study which uses data from 133,000 customers to test the effects of strong brands on customer behavior. The presentation addresses several questions in brand management: (1) Which customers are more likely to appreciate strong brands and (2) how can firms manage strong brands? Managers receive guidance regarding the importance of customer characteristics (age, gender, income, alternative experience, susceptibility to influence, risk aversion), relational characteristics (relationship duration, critical incident, breadth of service usage, extent of modification, transaction frequency, marketing campaigns), and marketplace characteristics (available alternative, product complexity) for brand management.

Places are free to those who are starting up a new business or run an SME. Businesses should be based in the Colmore Business District.

Date and Time

Location

KPMG

One Snowhill

Snowhill Queensway

Birmingham

B4 6GH

United Kingdom

View Map

Save This Event

Event Saved