University of Michigan Ross School of Business

Building Stronger Brands by Creating Brand Love

How can you meet consumers’ higher-level needs, so that they end up loving, not just liking, your brand? Brands that are built in deeply satisfying ways benefit not only your bottom line, but also consumers’ inner lives. Ross Professor Rajeev Batra will discuss what makes brands “strong” and engage you in a discussion of the seven core elements of brand love, their antecedents and consequences, and how brand love can be a win-win for managers and consumers alike.

Speaker: Rajeev Batra

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Conference Schedule


See the detailed 2019 conference schedule here.