Brand Positioning and Establishment: Case Study of Epiroc---Brand Management and Marketing Essentials Series I Go back »
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Time2021-02-24 | 15:00 - 17:00
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Venue:European Chamber Nanjing Office
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Address:
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Fee:Members: 250 |
Non Members: 375
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The Nanjing Chapter of the European Union Chamber of Commerce Nanjing is delighted to invite you to this case study seminar on Epiroc's successful brand establishment.
In recent years, to compete with fierce Chinese competition, more foreign enterprises that were previously focused purely on manufacturing capacities are looking to expand their presence to include all aspects of marketing production and brand promotion. Therefore, to remain competitive it is more important than ever for companies to assess and strengthen their brand presence and marketing strategies to better suit the Chinese market.
Therefore, in 2021, European Chamber will hold eight seminars throughout the year starting in February to give professionals and experts the opportunity to discuss brand management and marketing in China.
To kick off , we are honored to have Sofie Gielen, Vice President of Communications of Epiroc Greater China, to hold a case study seminar on Epiroc's successful brand positioning and establishment with us. In this seminar, you will learn:
- Ms Gielen's long and impressive professional experience in brand management.
- The experience of investing, implementing and establishing the Epiroc brand from scratch after the spin-off from Atlas Copco.
- Ms Gielen's previous experience in this field--was responsible for the brand positioning and development of 22 brand globally.
Ms Gielen will provide a wealth of valuable experience and knowledge when leading this brand management case study analysis, including information about brand equity, investment and best practices to ensure success in brand establishment and development.
Agenda：
14:30-15:00 Registration
15:00-16:00 Presentation by Ms Sofie Gielen,Vice President Communications Greater China for Epiroc
16:00-17:00 Free discussion
About Brand Management and Marketing Essentials Series I
In 2021, European Chamber will hold eight seminars throughout the year starting after Chinese New Year to give professionals and experts the opportunity to discuss brand management and marketing in China. These seminars will cover many perspectives of branding and marketing, including legal issues, brand extension, brand equity, micromarketing, IPR, marketing digitalization, and successful and failed brand management case studies. Aside from providing a platform to discuss and share information, these seminar sessions will also give professionals valuable networking opportunities to connect with like minded individuals.
Whether it is new corporations or industry veterans, the goal of these seminars is to aid all corporations in better understanding how to build loyal consumer bases, create brand awareness, and increase brand equity and perceived value of product lines over time. More detailed information regarding these seminars will be forthcoming.
Topics:
-How Brand Management Works
-Requirements of a Brand Manager
-What You Need to Know About Brand Equity
-Understanding Brand Extension
-Corporate Umbrella
-Micromarketing: Advertising Focused on a Specific Group of Customers
-Understanding Product Differentiation
-Global best practices and worst cases of Brand Management
Payment:
1. Bank transfer:
RMB Bank Account
A/C Name: 中国欧盟商会
A/C No.: 7110210182500027543
China CITIC Bank 中信银行京城大厦支行
Capital Mansion Sub Branch
No. 6, Xinyuan Nan Road
Chaoyang District, 100004 Beijing
北京市朝阳区新源南路6号京城大厦
S.W.I.F.T. Code: CIBKCNBJ100
2. Pay onsite through cash or Wechat.
Terms & Conditions:
This event has limited seating and requires registration and payment in advance. No walk-ins accepted.
Cancellation Policy:
If you cannot attend this training, please cancel your registration at least 3-working days before. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.
To cancel, please contact Si Chen at schen@europeanchamber.com.cn.
Speakers
Ms. Sofie Gielen
Sofie Gielen, a Belgian citizen, joined China in June as Vice President Communications Greater China for Epiroc, a global mining and construction manufacturer. In this role, Sofie works both on the overall strategic development for Epiroc as well as on brand positioning and strengthening. Before that, and from the headquarters in Sweden, Sofie’s responsibility was to invent, implement and establish the Epiroc brand from scratch within one year, after the Mining and Construction part split off from Atlas Copco.
But Sofie hasn’t always been in business. She started her career in 1995 in Dutch linguistics at the University of Debrecen, Hungary. From there she landed at the University of Namur, Belgium, on a speech recognition project. The work in the educational field brought her as project manager to a publishing company, to develop the ICT framework and e-learning with school books. When the project was successfully finished, Sofie started her career in B2B at Atlas Copco as global E-learning program manager. More and more she got passionate about communications and marketing, so the next step was Divisional communications manager for multibrand compressors in Antwerp, where Sofie was responsible for brand positioning & development of 22 brands globally. Intrigued by the frontline with customers, and ready for another adventure, Sofie joined in 2014 the Atlas Copco sales company for Mining and Construction in the USA as Communications director. Until Atlas Copco and Epiroc split off and she returned to Europe.