BAU Branding Innovation Center Opens

BAU Branding Innovation (BBI), established by Bahçeşehir University (BAU) to create global brands that will drive the Turkish economy and to provide sectoral and academic added value to Turkish brands, was launched with a dedicated event.

At the launch, attended by Anna Fendi, a pioneer of the fashion industry and one of the founders of the Fendi brand; Fabien Moreau, brand consultant to luxury brands and founder of Forward Marketing; Rebul General Manager Kerim Müderrisoğlu; Advertising Foundation General Manager Ayşegül Molu; brand communication consultant Güven Borça; Bahçeşehir University Chairman of the Board of Trustees Enver Yücel; NYU faculty member Prof. Dr. Tülin Erdem; and Assoc. Prof. Dr. Selçuk Şirin, the importance, function and evaluation of brand value and its added value and leverage effects were shared with participants through success stories.

Designed as an umbrella structure for a brand school and established under the leadership of New York University (NYU) faculty member Prof. Dr. Tülin Erdem, one of the world's most prominent names in branding, BAU Branding Innovation (BBI) was conceived as an initiative that brings the entire branding process, from a brand's birth to its development, to life through education, research and applied projects, with distinctive features such as data-driven branding, introducing and developing the most current and functional theories, approaches and practices in branding, and implementing interdisciplinary methods. Speaking at the BBI launch,Bahçeşehir University Chairman of the Board of Trustees Enver Yücel said:"For universities to shape the world of the future, they need to invest not only in education but also in areas that activate the relationship between education and the economy, and to guide sectors and companies. As universities and as companies that shape the economy, we must be entrepreneurial and innovative not only in products but also in the social sciences. One of the key indicators of the transition to a high value-added economy is undoubtedly branding. If we cannot create brands, it is not possible for us to reach the level we desire. As a university, we attach great importance to producing innovative and entrepreneurial projects and to maintaining close relations with the business world. For this reason, it is a special pleasure for us that this center, established under the leadership of our distinguished scholar Prof. Dr. Tülin Erdem, is being founded under the roof of a university for the first time in Türkiye."

Aiming to raise branding awareness and accelerate our country's transition to a high-value economy by providing academic and sectoral added value to brands, Branding Innovation (BBI) will lead applied branding research and offer training programs delivered by experts from Türkiye and abroad to build branding skills. With the aim of creating global brands in Türkiye, Branding Innovation (BBI) will bring together professionals at an international scale around applied projects and carry out work in areas such as brand management, brand equity measurement, brand positioning/repositioning, and the development of brand narratives and stories. 

Prof. Dr. Tülin Erdem:She has been a Professor of Marketing at New York University's Stern School of Business since 2006. Professor Erdem served as Director of the Doctoral Program as Professor of Business Administration and Marketing at the Haas School of Business, and also held the positions of Associate Dean for Academic Affairs and Chair of the Marketing Group at the University of California, Berkeley. Her research areas are advertising, brand management, consumer choice, customer relationship management, decision-making under uncertainty, econometric modeling and pricing. She is a member of the advisory board of the Journal of Marketing Research and of the editorial boards of the International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Marketing Letters and Marketing Science. Professor Erdem has also served as President of the INFORMS Marketing Society (ISMS). 

About BAU

Bahçeşehir University is a member of BAU Global, Türkiye's world brand in education, with 4 universities, 2 language schools and 6 satellite campuses in 7 countries on 3 continents. This international network provides higher education opportunities and admits students from all over the world. BAU Global students and alumni form a community spanning seven countries across North America, Europe and Asia. BAU Global universities offer undergraduate, master's and doctoral programs in business, design, education, engineering, health sciences, information technologies, law and medicine. For more information, visitwww.bau.edu.tr.