The Conference Board Corporate Brand Management Council Hosts Experts

Press Release / News

July 22, 2009

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The Conference Board Council on Corporate Brand Management has been the host of several presentations by accomplished brand managers in the past month.

In June, Joe Lackner of Ernst & Young Business Advisory Services spoke to the group on managing the brand-price relationship during the recession.

Lackner spoke about how the tough economic climate has significantly reduced discretionary income, which has adversely affected brand loyalty. This in turn has caused more executives to question the value of brand investments, according to Lackner.

He also examined how some retailers are using private label brands as competitive weapons vs. competition and as a negotiating lever against more expensive branded companies during this period when consumers are reexamining how much money they spend on even the most essential of purchases.

Lackner says: "In the immediate term, brand investments can strengthen returns by creating the 'short hand' that customers and consumers need as they try to determine which alternatives deliver the best value for their money. As we emerge from the recession, winning companies will reinforce appropriate price-brand positions to capture a greater share than their competitors of resurging demand."

Also in June, Amy Davis, Director of Brand Management and Marketing, Mayo Clinic, addressed The Conference Board Corporate Brand Management Council on leveraging and managing a heritage brand in the current economy.

Davis discussed the importance of word of mouth recommendations in perpetuating a standard of excellence created by a heritage brand, such as the Mayo Clinic. She stressed the validity given the brand by satisfied patients throughout the years who have been treated by the clinic's doctors—who are dedicated, like the organization itself, to the highest standards of excellence.

The Mayo Clinic feels that its brand is part of its mission to place the highest value on both medical excellence and patient care. Company employees and executives believe in "walking the talk" with regard to its processes, system and resources and aim to hire the right people for life. It believes inspired employees do inspired work.

The Conference Board Council on Corporate Brand Management, founded in 1999, is a forum for off-the-record discussions focused on key branding issues and state-of-the-art management practices. Through the exchange of ideas and knowledge, the group seeks to enhance the professional development of its members and improve the corporate brand management function. Members also advise The Conference Board on its communications research and meeting program.

ABOUT THE CONFERENCE BOARD

The Conference Board is a global, independent business-membership and research association working in the public interest. Our mission is unique: To provide the world's leading organizations with the practical knowledge they need to improve their performance AND better serve society. The Conference Board is a non-advocacy, not-for-profit entity holding 501 (c) (3) tax-exempt status in the United States. www.conference-board.org

For further information contact:
Frank Tortorici
(1) 212 339 0231
f.tortorici@conference-board.org