Work with thought leaders and academic experts in branding
Companies can benefit from collaborating with an academic researcher in Branding in several ways. Firstly, the researcher can provide in-depth knowledge and understanding of consumer behavior, market trends, and brand positioning strategies. This can help companies develop effective branding strategies and differentiate themselves in the market. Secondly, the researcher can conduct market research and analysis to identify target audiences, assess brand perception, and evaluate the effectiveness of branding campaigns. Thirdly, the researcher can offer guidance in brand identity development, brand messaging, and brand storytelling, ensuring consistency and authenticity across all touchpoints. Additionally, the researcher can provide valuable insights into emerging technologies and digital marketing strategies that can enhance brand visibility and engagement. Lastly, the researcher can contribute to the development of innovative branding techniques and frameworks, helping companies stay ahead of the competition.
Assistant Professor of Marketing, Lehigh University
Most Relevant Research Interests
Other Research Interests (30)
Marketer, Digital transformation expert, Entrepreneur with a passion for sustainability, and Driven by innovation & creativity that make an impact.
Most Relevant Research Interests
Other Research Interests (17)
Example branding projects
How can companies collaborate more effectively with researchers, experts, and thought leaders to make progress on branding?
Rebranding Strategy for a Tech Startup
An academic researcher in Branding can collaborate with a tech startup to develop a rebranding strategy that aligns with the company's growth goals. The researcher can conduct market research to identify target markets, analyze competitor branding strategies, and propose a new brand positioning. They can also assist in designing a new logo, creating brand guidelines, and developing a brand communication plan to effectively convey the company's values and unique selling propositions.
Brand Perception Analysis for a Retail Company
A retail company can collaborate with an academic researcher in Branding to conduct a brand perception analysis. The researcher can design and implement surveys, interviews, and focus groups to gather data on how consumers perceive the brand. They can analyze the findings and provide actionable recommendations to improve brand perception, enhance customer loyalty, and increase market share. The researcher can also assess the effectiveness of the company's current branding strategies and suggest improvements based on consumer insights.
Brand Storytelling for a Nonprofit Organization
A nonprofit organization can benefit from collaborating with an academic researcher in Branding to develop a compelling brand storytelling strategy. The researcher can conduct interviews with key stakeholders, volunteers, and beneficiaries to gather stories that showcase the organization's impact. They can then craft a narrative that resonates with the target audience and effectively communicates the organization's mission and values. The researcher can also provide guidance on leveraging digital platforms and social media to amplify the brand story and engage supporters.
Brand Positioning for a Luxury Fashion Brand
A luxury fashion brand can partner with an academic researcher in Branding to refine its brand positioning. The researcher can conduct a thorough analysis of the target market, competitor brands, and consumer preferences to identify unique positioning opportunities. They can assist in developing a brand personality, defining the brand's value proposition, and creating a brand architecture that aligns with the company's product portfolio. The researcher can also provide insights on luxury brand management strategies and help the company establish a strong brand image in the market.
Digital Branding Strategy for an E-commerce Startup
An e-commerce startup can collaborate with an academic researcher in Branding to develop a comprehensive digital branding strategy. The researcher can analyze the target audience's online behavior, preferences, and purchase patterns to identify effective digital marketing channels and tactics. They can assist in creating a cohesive brand presence across various digital platforms, optimizing website user experience, and implementing data-driven marketing campaigns. The researcher can also provide insights on leveraging influencer marketing, social media advertising, and search engine optimization to enhance brand visibility and drive customer acquisition.