Brands and Innovation in the Auto Industry

Ralph Weyler, former chief marketing officer at Audi, talks about brands and innovation in the auto industry, the BMW-World experience in Munich and strategies for managing brands in a tough economy with David Rogers, executive director of the Center on Global Brand Leadership.

Columbia Business School's Center on Global Brand Leadership is the leading forum worldwide for executives and researchers addressing the challenges of building and sustaining great brands. The center provides today's leaders with innovative branding solutions and a global perspective through a network of partner centers at leading schools in China, Germany, Korea, Spain and Singapore. Learn more at http://www.gsb.columbia.edu/globalbrands