What is branding and its management within a corporation? How important is branding for the success of a company in a globalized world? How have companies built brand equity for success? These were just a few questions which professor Diana Bank Weinberg discussed with the students studying “Marketing and strategic planning” at the University of national and world economy. 

Professor Diana Weinberg explained the concept of branding, spoke about differentiation, brand elements and the role of identity and positioning for the creation of unique feelings, experiences and perceptions of the brand. She stimulated the students to provide examples from the Bulgarian market and to actively search for branding opportunities.

The students read a document about opportunities in targeting the senior consumer and were challenged to provide answers to the question:  “How companies can adapt their strategies to reach this up-to-now neglected yet important consumer group?”.

“The time I spent at the University of national and world economy was wonderful. I will remember my first visit to Bulgaria with the impressions of really active, interested and inquisitive students. My teaching experience at the UNWE was rich in knowledge. The students shared their experiences in marketing in Bulgaria and in the Special issues: the senior consumer in Bulgaria. I talked to a few students about educational and career opportunities in the field of marketing and economics. Actually, my experience with Bulgarian students at the Berlin School of Economics and Law in Berlin was so good that this was my main push to come to visit Sofia, which I found to be so interesting and full of life.” – said professor Weinberg after the lectures.

It was a great pleasure to have professor Diana Bank Weinberg at the department of Marketing and strategic planning. She created such a friendly, yet professional atmosphere for all of us to open up our minds, to think and share ideas.

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About professor Diana Bank Weinberg: 
Diana Bank Weinberg was born and raised in Mexico City, but moved to the US after her high school degree to study a BA in French and Sociology. Diana later studied 2 MAs in International Affairs and Diplomacy in Vienna, Austria, before getting her MBA back in the US and PhD in International business and Marketing in Israel. She has lived and worked in different countries (Mexico, Israel, France, Austria, Germany, the US) and various industries (government, private sector, academia), and speaks five languages fluently. Her interests include international marketing and business in emerging economies, among other.