Your Australian University in Dubai

News Article

UOWD Academic at Branded Spaces in Germany

Tuesday, 18 October, 2011

Dr. Melodena Stephens Balakrishnan, Associate Professor at UOWD was invited as a speaker at the Branded Spaces conference organized by Karlshochschule International University, Germany. This was a unique conference held between 14-15 September in Karlsruhe, Germany.

The conference was inter-disciplinary in nature focusing on contemporary branding. The purpose was to get experts from industry and academics in the area of marketing, destination branding, urban planning and architecture and get them to deliberate on what was a branded space (as opposed to a landmark or tourist attraction) and what were ways to create a branded space strategy.

The purpose of the conference was to illuminate the explorative and applied status quo of brand and space; to discuss the latest findings of research and practice; provide the participants from home and abroad with a platform for interdisciplinary exchange and develop new ideas concerning the view on brands and brand management in space.

Dr. Melodena was recently recognized by Emerald Group Publishing for her case study on Dubai. The paper "Dubai A Star in The East has won accolades as it was recognized by the Editorial Board of Emerald Publishing Group as the top ten articles for the month of May 2008 and was given a certificate from Emerald Publishing as the most downloaded article from this journal in 2008-09 with 10685 downloads as of 16 February 2010.

At the conference, Melodena spoke on the topic, "Place Branding Strategy: Understanding the Complexities of Brand Architecture. This was some cumulative learnings and findings from a two country study she has been conducting with Dr. Greg Kerr from the University of Wollongong, Australia. She has also been recently invited to participate in the Marketing Café 2012 for Mannheim, Germany.

Melodena is the Founder and Chair of the Academy of International Business: Middle East North Africa. Over the last two years she has been working on building the reputation of UAE as a serious business research centre by hosting the AIB-MENA conference and publishing two books on teaching cases of companies operating in the UAE. Click here to see interview details