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Why branding matters
The Newspaper Advertising Bureau (NAB), specialised community newspaper advertising sales company and a division of Caxton CTP Publishers and Printers, is sponsoring international brand research guru Dr Jenni Romaniuk at the annual Loeries Festival conference.
During the presentation, entitled 'Why Branding Matters', Romaniuk will discuss the importance of branding and critically examine various claims about what important branding strategies are, as well as provide pragmatic evidence to support her own arguments. The fundamentals of 'good branding' will also be dissected.
"Branding is one of the most important activities any organisation undertakes," says Romaniuk. "A search on amazon.com reveals 11 000 books just on the topic of 'branding'. But why? What makes branding such an important activity? We sometimes forget this but branding was invented for a reason - to identify and signal ownership."
"We are very pleased that Dr Romaniuk has agreed to speak at this year's Loerie conference and are sure that those attending will find her discussions very valuable. I would encourage all advertisers, marketers and communications professionals to attend," says Gill Randall, Joint Managing Director for NAB.
Dr Jenni Romaniuk runs the brand perceptions/salience programme for the Marketing Science Centre's Research and Development Initiative. The focus of her research is on brand salience and perceptions, measurement and interpretation of brand knowledge and advertising effectiveness. Her work has been recognised globally with publication in journals such as Marketing Theory, Journal Of Marketing Management (UK); Journal of Marketing Communications and International Journal Of Market Research.
