Carlson School Marketing Professor Carlos Torelli will present "Leveraging Cultural Equity for Building Iconic Brands in Globalized Markets" at the next Brand Matters on Wednesday, Oct. 30, in the Carlson School of Management's 3M Auditorium.
With globalization, the marketplace is becoming increasingly complex for marketers to navigate. During this new century, globalization has brought dramatic changes to both the supply and demand sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diverse. Torelli's presentation will illustrate how marketers can leverage cultural equity for building iconic brands that can create deep psychological bonds with multicultural consumers.
Professor Torelli teaches brand and marketing management at the Carlson School, and is an expert in global branding, the social psychology of power, cross-cultural consumer behavior, self-regulation, and persuasion. He applies his knowledge of cross-cultural psychology to identify key cultural factors that drive consumers' choices. He is the author of Globalization, Culture, and Branding: How to leverage cultural equity for building iconic brands in the era of globalization. His work has also been featured in top academic journals as well as covered by numerous mass media outlets. He received his PhD in Business Administration from the University of Illinois at Urbana-Champaign, and worked as Marketing Vice President for Citibank prior to joining the Carlson School.
Offered jointly by the Carlson School, Yamamoto Moss Mackenzie, and Twin Cities Business, Brand Matters is a speakers' series that provides tools and insights to help companies build their brands. Each 90-minute event features a presentation from an expert with firsthand knowledge of branding, and concludes with a question-and-answer session.
Registration for Brand Matters is available online. The $25 fee includes both breakfast and parking.