Professor Annamma Joy from University of British Columbia, Canada recently visited the campus of Pearl Academy of Fashion, India’s leading fashion and design institute. The idea behind her visit was to take sessions /classes with the Masters students on Experiential Branding, Fast Fashion, Customer based Brand equity, Brand Positioning and integrated marketing communication.
Dr. Annamma Joy, Professor, University of British Columbia, said: “It was indeed a very wonderful experience being with the students of Pearl Academy of Fashion. I am impressed by seeing the enthusiasm and interest they have shown in the activities. I would definitely like to engage them into research projects and have an association with in future.”
During the session, she taught them the Zaltman Metaphor Elicitation Technique which elicits both conscious and especially unconscious thoughts by exploring people’s non-literal or metaphoric expressions which will help them in understanding the psychology of the customer.
Dr. A.K.G Nair, Group Director, Pearl Academy of Fashion, said: “It was indeed a pleasure to have Dr. Annamma present in Pearl Academy of Fashion. Through this workshop/session the students got an excellent chance to exchange their thoughts and explorations about the subject. We hope that this opportunity has been a great help to the students in their learning process and we promise to have more international prospects for the better knowledge of our students in future.”