EXECUTIVE CONFERENCE ON BRAND AUTHENTICITY

Montag, 15. Juli 2013

Organized by Kalaidos University of Applied Sciences

Zurich: Clouds, Prime Tower, June 21st 2013

Contributors to the conference were:

  • Prof Andrea Semprini, Université Lumière Lyon 2: Brand authenticity – a time-related issue
  • Mr Raymond J. Baer, Honorary Chairman of Julius Baer Group Ltd., Zurich: Repositioning of our brand to conquer the emerging markets
  • Mr Pascal Hyafil, Vice-President La Prairie, Zurich: La Prairie – an authentic brand
  • Prof Jorge Lozano, Universidad Complutense de Madrid: Authenticity as nostalgia for uniqueness
  • Dr Gérald Mazzalovo, Aravis Luxury, Zurich: Wrap-up and conclusions

SUMMARY OF THE EXECUTIVE CONFERENCE

The one day Executive Conference presented authenticity as an essential competitive characteristic for the 21st century brands. Two well-known researchers and two experienced and seasoned practitioners highlighted to what extent authenticity is a significant driving force in their activities. The senior executives expressed the way they built up the brands of their high quality services and products and how authenticity is relevant to their success. They shared experiences and shed some lights on their future plans. The two professors set the theoretical groundwork of authenticity and explained how authenticity contributes to the overall competitiveness of brands today.

We were delighted to welcome 28 participants from Zurich and other Swiss cities that represented various well known companies. After the conference, a special information event on the Executive Program CAS in Luxury Management was conducted. The CAS in Luxury Management Program will start in October 2013 and is managed by Kalaidos University of Applied Sciences.

More ...