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Indiana University Northwest

Office of Marketing and Communications

IU Northwest offers workshop to help small businesses build their brands on March 21

Marketing Professor’s focus is to help firms with fewer resources to implement an effective strategy


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Emily Banas
Office of Marketing and Communications

Erika Rose
Office of Marketing and Communications

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Indiana Small Business Development Center

Indiana University Northwest’s School of Business and Economics and the Northwest Indiana Small Business Development Center (NWISBDC) are partnering to help small business owners build their brands.

Professor of Marketing Subir Bandyopadhyay, Ph.D. will facilitate a free workshop, “Branding on a Budget,” from 12 to 4 p.m., Wednesday, March 21 in the Dunes Medical/Professional Building, room 1156.

“Companies typically commit substantial resources to develop strong brand images for their products,” Bandyopadhyay said. “Unfortunately, small businesses do not enjoy the same level of resources to develop and implement a branding strategy.”

Objectives of the workshop are:

-       To uncover the challenges faced by small businesses in marketing their products and services;

-       To illustrate how branding is key to the success of a small business;

-       To help small businesses in Northwest Indiana develop cost-effective, yet effective, media that are available to maximize exposure; and

-       To provide participants with a step-by-step template to develop and implement a branding strategy for their organizations.

“Most companies appreciate the value of a strong brand,” said Bandyopadhyay. “It is well-known that approximately three in four consumer purchases are emotionally driven and only one in four is made out of necessity. Branding helps companies make an emotional bond with target consumers.”

There is no charge for the workshop thanks in part to a grant from the Council for Regional Engagement and Economic Development at Indiana University.

Light refreshments will be provided.

For more information, or to register, contact the NWISBDC at (219) 644-3513 or Online registration is available at