Brand Management

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I. WELCOME (11:00 – 11:10am ET)

II. MEMBER ROUNDTABLE DISCUSSION: BRAND VALUATION (11:10 – 11:40am ET)
Good branding can increase the value of a company and increase the perception of a company's reputation and ability. While there are accounting standards that can assign a relative dollar value to a company's brand, there are many other methods and factors to consider. As a marketing professional, how do you calculate the value your brand? When do you make these valuations? What metrics are best? We'll endeavor to answer these questions and more. Come prepared to share!

III. MERRELL: THE POWER OF BEING OUTSIDE (11:40am – 12:10pm ET)
In this session, we'll take a deep dive into the Merrell brand, the outdoor footwear and apparel subsidiary of Wolverine. We'll focus on how their brand's mission drives their marketing strategy, their response to the pandemic, and lessons learned along the way.

Speaker:
Lindsey Lindemulder, Marketing Director - Merrell

IV. BREAK (12:10 – 12:20pm ET)

V. VF Corporation: Using Google Trends and Other Search Data/Tools for Brand Health  (12:20 – 1:00pm ET)
In this session, Brian Lange from the VF Corporation will lead a deep dive into the power of Google Trends and other search data/tools as an indicator of brand health, macro-trends, and standing versus your brand's primary and secondary competitors. We'll also hear about how these data sets have been employed across VF and its brands and across the industry.

Speaker:
Brian Lange, Vice President, Marketing Platforms - VF Corporation