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Elena Bajic
2006
In the era of constant disruption, defining gender branding trends and potential consequences for marketers is of essensce.
Join us for this webinar, led by Carlos J. Torelli, a professor of marketing at University of Illinois, as we review some recent trends in gendered branding (or the practice of imbuing brands with symbolic gender meanings), such as gender-inclusive branding (or brand gender bending) and the emphasis on body positivity and inclusivity.
We will also discuss what the research tells us about:
- the psychology of traditional and novel approaches to gendered branding
- which consumers are more likely to respond to traditional and novel approaches
- what the trends might mean for marketers
Carlos J. Torelli is a professor of marketing in the Department of Business Administration, Associate Head of the Department of Business Administration, and James F. Towey Faculty Fellow at the University of Illinois at Urbana-Champaign. His research focuses on global branding and cross-cultural consumer behavior. Specifically, he identifies key cultural factors that drive consumers' reactions in a globalized economy. His particular areas of expertise include global and ethnic branding, the social psychology of power, cross-cultural consumer psychology, and persuasion.
