Topic：The Digitalization of Brand Strategy and DNA

12.02 Keynote Track 15:55 – 16:35

Introduction

The Digitalization of Brand Strategy and DNA

The injection of digital marketing and the digitalization of ways in which IHG’s hotel brands are engaging consumers have allowed IHG as a whole to generate marked increased growth in terms of brand health and hotel business. Both brand and business strategy of IHG is now moving to digital – most effective way to build brands and drive business. And fully embrace fast changes of technology and digital channels and create the content suits both the platform and business goals the best is the KEY.

Lin Wang – Vice President, Brand Marketing – IHG Greater China

In her role as Vice-President, Brand Marketing, Greater China, Lin is responsible for all IHG hotel brands’ strategy, marketing communication development and implementation, aiming to build the most preferred brands in the hotel industry in Greater China.
Having 15 years of experience with brand marketing working with some of the most recognized and beloved global brands like Apple and Chanel, Lin has honed her expertise in this field and is acknowledged as a ‘Brand Ambassador’, designing and executing innovative brand marketing strategies.
Lin earned her EMBA degree from the University of International Business and Economics. She also graduated with a bachelor’s degree from the same university.