Brand Management and Brand Communication: What´s Next?
Prof. Amélia Brandão
Director of Services Management Master
University of Porto, School of Economics and Management
Date: 21 November 2024 (Thursday)
Time: 10:30 to 12:00
Venue: E22-G013
Host: Prof. Tianyou HU, Assistant Professor in Management
Abstract
The seminar will explore the evolving landscape of branding and communication in the digital age and anticipate future research agendas. As technology reshapes consumer behaviour and expectations, brands must adapt to remain relevant and competitive. Key topics include the consumer perception of AI and brands in Metaverse, the rise of negativity in consumer-brand relationships and the use of content marketing as a new communication tool. By staying ahead of these trends, brands can effectively engage with their audience and build meaningful connections in the ever-changing marketplace.
Speaker
Prof. Amélia Brandão is the Director of Services Management Master at the School of Economics and Management of the University of Porto and Director of Postgraduate studies at Porto Business School, Portugal. She is a Deputy Board director of the Center for Economics and Finance at U. Porto (Cef. up). She is also an Associate Editor of the International Journal of Consumer Studies and a member of the Scientific Committee for the International Journal of Marketing, Communication, and New Media.
All are welcome!
