Stop relying on intuition. Start validating your brand strategy with hard data.
Date: 24th March, 2026 | Time: 16:30 – 18:00 CET | Location: Microsoft Teams
The Challenge
In a crowded global market, “Brand Equity” is your most valuable asset—but it’s also the hardest to measure. Most companies treat branding as a creative exercise, but at the MBA level, branding is a financial and scientific discipline. If you can’t measure it, you can’t manage it.
The Masterclass
Join EU Global for the second installment of our Strategic Digital Marketing series. This session moves beyond the surface to explore the Scientific Method applied to market research. Led by Professor Hakan Cengiz, you will learn how to build research frameworks that turn brand perception into a measurable, scalable competitive advantage.
The Scientific Toolkit: What You’ll Learn
- Advanced Methodologies: Master the blend of quantitative and qualitative research used by top-tier global firms.
- The Brand Equity Equation: Learn the empirical metrics used to calculate the real value of your brand in the eyes of the consumer.
- Data-Driven Positioning: Stop “hoping” your brand stands out. Use empirical research to find the precise market gaps your competitors are missing.
- Validation Frameworks: Learn how to design research that proves—to stakeholders and boards—that your branding decisions will drive revenue.
The Outcome
You will gain the executive ability to design research frameworks that validate your branding decisions through rigorous data analysis. You won’t just build a brand; you’ll build an asset.
Who is this for?
- Brand Managers looking to justify their budgets with empirical data.
- Analysts transitioning into strategic leadership roles.
- MBA Candidates who want to master the “Science” of the modern CMO role.
Expert Insight: Prof. Hakan Cengiz
“Without measurement, branding is just an opinion. With data, it’s a strategy.”
With a background in international research spanning the U.S. and New Zealand, Professor Cengiz specializes in helping organizations build measurement systems that eliminate “noise.” His approach bridges the gap between complex academic research and “decision-ready” dashboards that managers can use to act—fast.
Event Details
- Session 2: Scientific Marketing Research & Brand Equity Measurement
- Cost: Free
- Format: Live Technical Masterclass + Data Case Study
