Date: November 28th, 2023 (Tuesday) 

Time: 7:00 – 9:30 p.m. GMT+8

Check your local time zone here


Event Details: 

You are invited to join an online information session of the World’s No.1 Executive MBA Program, where you will

  • learn about our Unique Program Design;
  • discover how our World-Class Program will help you achieve your career goals; 
  • find out how you can be part of our “High-Impact, Low-Ego” class.

You will also join a sample class with our world-class faculty, Professor Alexander Chernev


Lifestyle Branding


Lifestyle positioning has become an increasingly common approach among managers, especially in categories in which functional differences are hard to maintain. In addition to the traditional lifestyle brands such as Ralph Lauren, Abercrombie & Fitch, and Harley Davidson, a number of performance-oriented brands—including Gillette, Starbucks, and Puma—have transitioned their focus to consumer lifestyles. In this lecture, we will examine the ways in which lifestyle brands create market value and discuss the pros and cons of lifestyle branding. 

About the Speaker:

Professor Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He teaches marketing strategy, brand management, and behavioral science and has received numerous teaching awards. His books—Strategic Marketing Management, Strategic Brand Management, The Marketing Plan Handbook, The Business Model, and Kellogg on Marketing—have been translated into multiple languages and are used in the top business schools around the world. Prof. Chernev is also a co-author—with Philip Kotler and Kevin Keller—of the seminal Marketing Management textbook, commonly referred to as the “marketing bible.” He has worked with Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage.  

Schedule (7:00pm - 9:30pm):

         Program Introduction by
         Judy Au
         Program Director
         Kellogg-HKUST EMBA program 

         Alumni/Student Sharing

         Sample Class with
Professor Alexander Chernev 
         Professor of Marketing 
         Kellogg School of Management, Northwestern University 

Register below: