This seminar will look into the critical components of brand building - especially from the human perspective. Its objective is to shine the light on building brand equity and goodwill among culturally diverse and geographically dissipated audiences, and yet, maintaining a consistency in managing the brand successfully.

We argue that brands are nothing but emotional associations and expectations of value from their makers. 

Building international brands, therefore, requires a few key principles that marketers should follow, in order to build these associations. 

Some of the key themes in the keynote will include

- How brands create distinctive and consistent equity among people
- How staying close to the brand's roots or ethos actually helps traverse boundaries and cultures
- How understanding categories is critically important 
- How brand building is changing - the key shifts that marketers must embrace