BAU Branding Innovation (BBI) set up by Bahçeşehir University (BAU) came to life with the aim of creating driving brands for the Turkish economy and providing added value to Turkish brands industrially and academically.
Leading name of the fashion industry and one of the founders of the brand Fendi, Anna Fendi, brand consultant of luxurious brands and founder of Forward Marketing, Fabien Moreau, CEO of the brand Rebul, Kerim Müderrisoğlu, President of the Advertising Foundation Ayşegül Molu, Brand Communication Consultant Güven Borça, Head of the Board of Trustees of Bahçeşehir University Enver Yücel, faculty member of NYU Prof. Dr. Tülin Erdem and Associate Professor Selçuk Şirin joined the launching event. They shared their remarks on the importance of brand equity, brand evaluation and added value/leverage impact via success stories.
BAU Branding Innovation (BBI) was designed as an umbrella branding school and founded under the auspices of one of the leading people in the realm of branding, New York University (NYU) faculty member Prof. Dr. Tülin Erdem. BBI was designed as an entity putting all the phases of a brand’s story into practice from birth all the way up to the development with the training, research and execution projects and data based branding, promoting the most updated and functional theory, branding approach and execution of branding, materializing the interdisciplinary methods.
Head of the Board of Trustees of Bahçeşehir University Enver Yücel delivered a speech at the launching event and said the following: “In order for the universities lead the future, they need to invest in the realms which will trigger the relationship between education and economy, guide the industry and the companies. As universities, as the institutions guiding the economy, we need to be active not only in our products but also we need to be innovative and entrepreneurial in the realm of social sciences. It goes without saying that one of the main indicators of transition to value added economy is branding. To the extent that we do not create brands we can’t reach the level we desire. We attach huge importance on undertaking innovative and entrepreneurial projects and being in close contact with the business world. Thus, it is a great honor that this center founded under the leadership of the distinguished scientist Prof.Dr.Tülin Erdem is coming to life under the auspices of a university as a first of its kind.”
Branding Innovation (BBI), geared towards providing added value academically and industrially, and ramping up the transition to a developed economy will lead the applied branding researches and will offer education programs designed by national and international experts to bring in branding skills. Branding Innovation (BBI) gathering the international scale professionals to create global brands in Turkey will carry out studies on brand management, brand equity measurement, brand positioning/ repositioning, developing brand narratives and stories.
Prof. Dr. Tülin Erdem has been a Professor of Business and Professor of Marketing in New York University Stern School of Business since 2006.Tulin Erdem served as the director of the Ph.D. Director as the Professor of Business Administration and Marketing at the Haas School of Business and as well as the Associate Dean for Academic Affairs and the Marketing Group Chair at the University of California at Berkeley.
Her research interests include advertising, brand management and equity, consumer choice, customer relationship management, decision-making under uncertainty, econometric modeling and pricing. She was the editor-in-chief of the Journal of Marketing Research. She is currently serving on the advisory council of Journal of Marketing Research and on the editorial boards of International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Marketing Letters and Marketing Science. Tülin Erdem also served as the President of INFORMS Marketing Society (ISMS).
About BAU
Bahçeşehir University is a member of the international Turkish brand in education, BAU Global, with 4 universities, 2 language schools and 6 satellite campuses in 7 countries across 3 continents. It offers higher education to an international network of students and hosts students from all corners of the world. BAU Global students and alumni make up a society spread to North America, Europe and Asia.
BAU Global universities offer undergraduate and graduate programs in business administration, design, engineering, health sciences, information technologies, law and medicine. For more information, please visit www.bau.edu.tr.
TR
