What do we know about branding?

 A symposium on Brands presented by the Alliance Manchester Business School in association with the BRI

A downloadable Programme of Events is available HERE:

Venue: Chester Business School – Room CCU103 at Churchill House, Queens Park Campus, Queens Park Road, CH4 7AD ( (Parking is available on a first come first served basis).

If travelling by Taxi make sure you ask for the Queens Park Campus.

For those staying in hotels north of the river  and wanting to walk, cross the river either at the Old Dee Bridge, at the bottom of Bridge Street,  turn second left down Queens Park Road or cross the river by the Suspension Bridge (further East) turn right up Victoria Crescent. There is a side entrance to the campus here or continue right to the Queens Park Road main entrance. Churchill House is the building with the columns at the end of the drive from the main entrance.

Lost? Phone Gary’s mobile: 07780 522392

Event Programme

Tuesday May 2nd, 2017

9:00am – 9:30am

Coffee and Welcome

 9:30am- 10:30am

The darker side of brands?

  • Brand trust and brand distrust:  Carmen Mal, Alliance Manchester Business School
  • Brands as litter and the social impacts of brands on children Stuart Roper, Bradford School of Management
  • Understanding Counterfeit Luxury Brand Consumption: Rosa Chun, UCD Michael Smurfit Graduate Business School
 10:30am – 10:45am


 10:45am – 11:45am

Retail branding

  • The Reputation of 7-eleven from the customers’ view : Paitoon Chethamrongchai, Kasetsart Business School
  • Private Label Brands: Susan Whelan and John Power: Waterford Institute of Technology
  • A study on inter-type differences of store personality among department store, hypermarket and mobile commerce: YongGu Suh, Sookmyung Womens’ University
11:45am – 1:00pm

International Marketing and Branding

  •  Machiavelli and Marco Polo: Reflection on the Establishment of two Italian Global Brands: Phil Harris, Business Research Institute
  • Country competitiveness in the 21st century:  Rui Vinhas da Silva, ISCTE Business School
  • What’s Your Oenotype?: Global Wine Consumers’ Perceptions of Country-wine Personalities: José Rojas-Méndez, Sprott School of Business, Carlton University

 1:00pm – 2:00pm


 2:00pm – 2:45pm

Two views of University Reputation

  • Factors that influence doctoral students’ choice of university: Louise Simpson, the Knowledge Partnership
  • Branding for Sustainability; The Case of Business Schools: Canan Madran, Dokuz Eylul University
 2:45pm – 3:45pm

Measurement Issues in Brand Image

  • Customer and Brand Congruence:  Ibrahim Abosag, School of Oriental and African Studies, London
  • Measuring brand image: to personify or not? Melisa Mete, Alliance Manchester Business School
  • Personal branding and Jungian architypes: the strange case of doctoral students: Gary Davies Alliance Manchester Business School

 Tea and Depart

 7:00pm – 10:00pm


Chez Jules 71 Northgate St, Chester CH1 2HQ



 Wednesday May 3rd, 2017

Each workshop will start with a short presentation of current work and theory to be followed by open discussion.


9:30am- 11:00am Workshop 1 Dimensions of brand Image/Personality
11:00am – 12:30pm Workshop 2 Human Brand Personality Congruence
12:30pm-1:30pm Lunch