Brand Fair 2013: a real-world Marketing experience

Pensions have a big branding problem: people find information about pensions complex and boring and do not like to think about the topic because they associate it with unpleasant events such as health and disability problems.

Students taking SBE’s Brand Management course were asked to develop a communication solution for three target groups which are notoriously difficult to interest in the topic of pensions: young people, young professionals and women.

During a Brand Fair with speed dating rounds of five minutes, student teams presented their concepts to a jury.

In the end, the winning teams were:

Young professionals: Team 7:

Amra Sadikovic, Benoit Fortpied, Dennis Keerssemeekers, Grace Shorter, Mingu Kang

Women: Team 5:

Lukas Hengl, Julian Fehler, Melvin Johann, Marcella van der Kloet, Britta Wolff

High School kids: Team 3:

Liebe Griebenauw, Michael Ricchetti, Julia Ringlstetter, Pascal Uerlings

All the winners received a certificate handed over by SBE Dean, Prof. Dr. Philip Vergauwen, and two tickets for the Ajax Amsterdam football match on 7 December against Breda handed over by Mijke van den Broeke from AEGON.

Please visit our extensive coverage of the Brand Fair 2013 through our reviews, interviews and video clips!

Articles and interviews:

Brand fair 2013 – Raising pension awareness

Brand Management: How do you brand pensions?

Brand Fair 2013 – A double challenge: How to make pensions more interesting for highschool students?

Brand Fair 2013 – Jury: “How do you guarantee that your campaign plan is going to work?”


YouTube channel: picture overview and interviews with participants and jury members

Brand fair 2013 – Raising pension awareness

Brand fair 2013 – Interview with Linda Lichel

Brand fair 2013 – Interview with Harry Loozen

Brand fair 2013 – Interview with student Marc-Alexis Schugardt

Brand fair 2013 – Interview with student Anna Griva

Brand fair 2013 – Interview with exchange student Admin Omerhodzic