Masterclass explores the power of the global brand
A series of masterclass guest lectures at the York Management School opened with a presentation on 'Building an Iconic Global Brand' by Cheryl Allen, Head of Biscuit Business at Nestlé UK Limited.
In her presentation at the University’s Heslington East campus expansion, Cheryl Allen used KIT KAT as a case study to explore the key criteria for building a global iconic brand. KIT KAT has been manufactured in York for 75 years and is one of the world’s most successful confectionery brands, with sales in excess of £1bn per year.
Cheryl Allen said: “It was an honour to be invited to speak at this event. My presentation sparked a lively debate on the subject of global brand strategy and management.”
The audience included more than 200 Masters students from the York Management School, together with academic and support staff from across the University campus.
The event is the first in a series of masterclass guest lectures organised by the School’s Centre for Business Collaboration. Centre Director, Amanda Hullick, said: “This is an ideal opportunity for business leaders to connect and network with our students. We feel it is vital that higher education has effective links with the world of work, so that it can deliver the skills and knowledge to maximise graduates’ understanding of real-life scenarios.
“Guest lectures such as this are designed to improve students’ effectiveness as managers of the future. All their assignments and projects address real life issues and involve action plans for helping both the individual and the organisation to achieve their goals. Students thus learn how to apply models to real-life business problems.”