Rory Morgan, the Strategic Projects Director for Research International in the UK, is one of three sponsored international guest speakers who'll be appearing at the 2008 SAMRA Conference. Research International will be sponsoring Morgan's attendance and presentation at the 2008 SAMRA Conference.
A Fellow of the UK Market Research Society with more than 30 years of experience in marketing research, Morgan is a specialist in the areas of computer modelling techniques, multivariate analysis (including market segmentation), and pricing research. He is also well known for his contributions in the area of branding, and his current responsibilities at Research International centre on applying techniques to support the needs of key clients and business practices, as well as playing a major role in the development and creation of new services, and working on strategic issues for major global organisations.
Morgan's presentation focuses on brand iconicity, discussing the need to identify the characteristics that set super-brands apart, making them the ‘drivers of iconicity'. According to Morgan, “Brand icons are a lot more than brand references, as the brand's heritage, fashion and values tie the brand in with society and give the iconic brand the power to symbolize shared perceptions and experiences within a culture.”
Morgan's presentation will discuss the possibility of using a research ‘thermometer' to measure the iconicity of a brand by identifying some key indicators (as opposed to the more complex and time consuming method of semiotics which researchers have used to decode brand icons in the past). This results in an Iconic Index and an Icon Landscape, and provides a concise understanding of whether a brand is gaining momentous iconicity. In Morgan's words, “Some wise sage once said that in order to manage something, we must first seek to measure it. We now have some sensible metrics to investigate this fascinating area further.”
The 2008 SAMRA Conference will take place from 27 to 28 May 2008 at the Royal Swazi Sun and Spa in Swaziland. For more information about the conference, or to download a booking form, visit www.samra.co.za. To book exhibition space or for other queries about the conference, e-mail samra@thelime.co.za.
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A Fellow of the UK Market Research Society with more than 30 years of experience in marketing research, Morgan is a specialist in the areas of computer modelling techniques, multivariate analysis (including market segmentation), and pricing research. He is also well known for his contributions in the area of branding, and his current responsibilities at Research International centre on applying techniques to support the needs of key clients and business practices, as well as playing a major role in the development and creation of new services, and working on strategic issues for major global organisations. 
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