The Role of Powerful Brands in Creating Shareholder Value
Join Professor Malcolm McDonald as he discusses the crucial role of powerful brands in the creation of shareholder value, having taken account of the time value of money, the cost of capital and the risks associated with declared strategies which is the principal measure of commercial success.
What you will learn
- What we can learn from a brief review of the past 50 years of marketing
- The pointlessness of profit and loss accounts in the absence of market-based information
- The myth of the rational consumer
- The nonsensical notion of delighting customers
- What shareholder value added (SVA) is and how to calculate it
- The role of powerful brands in creating SVA
- How to measure the effectiveness of brand expenditure using the right metrics
- Appendix containing post-lecture exercises for delegate TICKETS
6.30-7pm Afterhours access to the Museum of Brands. Explore the collection of 150 years of packaging history with drinks available from the bar
7-8pm Talk with Malcolm McDonald
8.30-9pm Last chance to explore the Museum
About Professor Malcolm McDonald:
Professor Malcolm McDonald, author of 45 books on marketing, formerly Chairman of Brand Finance plc, was Marketing and Sales Director of Canada Dry before embarking on his academic career. He is Chairman of six companies and works mainly at operating board level with many of the world’s biggest companies. He is a Professor at six of the UK’s top Business Schools.