The Syllabus entails a short introductory note about the lecture’s objectives and it summarizes lectures’ content and documents’ references. Most of the readings can be dowloaded in the following posts.
Category Archives: Branding and Brand Management
Case study
The Case study is a practical exercise in line with the lecture given in class. It has to be submitted by the 2nd of December 2013. It is mandatory to complete it.
Introduction: What is a brand and what is branding?
Content:
This lecture is an introduction to the course and the principles of branding and brand management. It intents is to give a definition of the key terms related to brand and branding (marleting mix, brand, branding, storytelling,etc.) and to show the interest and the extent of the unit.
Related documents:
| Download file | Document name |
|---|---|
| No Logo_Naomi Klein |
| Glossary of Terms |
| Global Brand Strategy: unlocking branding potential across countries, cultures and markets, Sicco van Gelder, 2003 |
| The Language Of Branding: 'Brand', Brad Van Auken, 2007 |
Storytelling in branding management
Content:
Storytelling has become a strategic priority for direct and indirect brand marketing initiatives. This lecture focuses on the art of writing brand stories, showing that, from old times to contemporary marketing techniques, not so much has changed. The lecture will also focus on storytelling and transmedia, to understand its implication in marketing strategies.
Related documents:
| Download file | Document name |
|---|---|
| Carlo Alberto Scolari, Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media Production, 2009 |
| Stephen Herskovitz and Malcolm Crystal, The essential brand persona: storytelling and branding, 2010 |
| Eveliina Tarvainen, Storytelling as a branding tool in social media_Master Thesis, 2013 |
Ethics and branding
Content:
The use of brand-based marketing campaigns has come under intense scrutiny over the past 10 years for its power to facilitate deception and emotional manipulation. This lecture intents to explain why and how anti-brand activism developed and its impact on corporate branding, in particular the expand of ethical products.
Related documents:
| Download file | Document name |
|---|---|
| The Ethics of Branding in the Age of Ubiquitous Media: Insights from Catholic Social Teaching, James F. Caccamo, 2009 |
| The Ethical Backlash of Corporate Branding, Guido Palazzo and Kunal Basu, 2007 |
| Managing Brand in the New Stakeholder Environment, Elsie Maio, 2003 |
| Unpacking the Ethical Product, Andrew Crane, 2013 |
The internationalization of brands
Content:
The internationalization of a brand is a key step for a company willing to export its products abroad.This lecture describes adaptive marketing, the encounter between global brand and local cultures a well as the consequences of this internationalization for local markets (glocalization)
Related documents:
| Download file | Document name |
|---|---|
| Real Differences between Local and International Brands: Strategic Implications for International Marketers, Isabelle Schuiling and Jean-Noël Kapferer, 2004 |
| The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization, Craig J. Thompon, Zeynep Arsel |
| Nabil Ghantous, Brand internationalization strategy beyond the standardization/adaptation dichotomy, 2008 |
| Aref A. Alaban, Linda A. Hayes, Georges N. Zinkhan, Anne L. Balazs, International Brand-name standardization/Adaptation: antecedents and consequences, 2001 |
Brand equity
Content:
Brand equity refers to brand strength and brand value. A basic premise of brand equity is that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time. Brand equity can be thought of as the “added value” endowed to a product in the thoughts, words, and actions of consumers. Understanding the sources and outcomes of brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand. This lecture describes how brand equity is valued and the connection between brand strength and brand value to keep a strong relationship between brands and customers on the long term.
Related documents:
| Download file | Document name |
|---|---|
| Brands and brand equity: definition and management, Lisa Wood |
| The Relationship between Integrated Marketing Communication, Market Orientation, andBrand Orientation, Mike Reid, Sandra Luxton and Felix Mavondo, 2005 |
| Removing negative country images: Effect of Decomposition, Branding and Product experience, David K. Tse and Wei-na Lee, 1993 |
| Communicating Experiences: A Narrative Approach to Creating Service Brand Image, Dan Padgett and Douglas Allen, 1997 |
Brand architecture
Content:
Brand architecture is an organizing structure that specifies brand roles and the nature of relationships between brands. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called “brand architecture.” It explores the needs for a company to be centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm’s market offerings are standardized versus customized.
Related documents:
| Download file | Document name |
|---|---|
| B2B Brand architecture, Steve Muylle, Niraj Dawar, Deva Rangarajan, 2012 |
| Conceptual analysis of brand architecture and relationships within product categories, Rajagopal, Romulo Sanchez |
| Integrating Branding Strategy across Markets: Building International Brand Architecture, Susan P. Douglas, C. Samuel Craig and Edwin J. Nijssen, 2001 |
| Strategic Brand Concept and Brand Architecture Strategy–A Proposed Model, Andreas Strebinger, 2004 |
Building a corporate social responsibility image
Content:
The concept of corporate social responsability (CSR) has become a key strategic activity for many companies today. It is based on the concepts of social auditing, tranparency and corporate accountability. This lectures analyze the impact of CSR for companies and in its perception by consumers.
Related documents:
| Download file | Document name |
|---|---|
| Building Brand Image through Event Sponsorship: The Role of Image Transfer, Kevin P. Gwinner and John Eaton, 1999 |
| Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-Cultural Evaluation, Jaywant Singh, Maria del Mar Garcia de los Salmones Sanchez and Ignacio Rodriguez del Bosque, 2013 |
| Strategy and Society: the link between competitive advantage and corporate social responsibility, Michael E. Porter, Mark R. Kramer, 2006 |
Social media branding
Content:
Consumer behaviors have evolved with the venue of social networks, forums, social media and online videogames. Social media branding is now part of many branding strategies, modifying the relationship between brands and consumers, shortening the distance between them and changing their relationship. This article explores how companies integrate social media in their branding strategy and its consequences for their relationship with customers. Moreover, it focuses on techniques to optimize the visibility of brands on internet.
Related documents:
| Download file | Document name |
|---|---|
| Brand Community, Albert M. Muniz, Jr. and Thomas C. O’Guinn, 2001 |
| How Social Media Is Changing Brand Building, Tracy stokes, 2012 |
| To be or not to be in social media: How brand loyalty is affected by social media?, Michel Laroche, Mohammad Reza Habibi, Marie-Odile Richard, 2012 |
| Social Media in B2B Branding, Haakon Jensen, 2010 |
Graphic design in branding
Content:
This lecture introduces the basics of graphic design: its evolution, its design process and legal issues regarding its protection. It also presents the basics of web design (Skeuomorphic Web Design and Flat Design) and logo design.
Related documents:
| Download file | Document name |
|---|---|
| Graphic Deigns Basics, Principles of Graphic Design, Kommission Aus und Walterbildung, Deutsche Gesellshaft fur Photographie, 2000 |
| Principles of Graphic Design, Pat Morin |
| Understanding copyright, WIPO |
| What makes a good logo a good logo?, Beveridge Seay |
| Logo design basics, Hopkins School |
| Logo Design for record company, Paula DiMarco |
Tools for marketing and branding
Content:
This chapter focuses on the main tool for marketing and branding: marketing mix, BCG charts, SWOT analysis, benchmarking, market researcn and the creation of a branding strategy.
Related documents:
| Download file | Document name |
|---|---|
| Swot Analysis, www.mindtools.com |
| Kay Kendall, Benchmarking from A to Z : Using Benchmarking to Achieve Improved Process Performance, 1999 |
| Neil H. Borden, The Concept of the Marketing Mix, 1984 |
| Michael G. Harbey, Robert F. Lusch, Branko Cavakarpa, A marketing mix for 21st century, 1999 |
| Boston Consulting Group Matrix |
| Paul Hague, A practical guide to market research, 2012 |
The importance of consumer perception and behavior in branding
Content:
Understanding consumer perception is crucial to determine a branding strategy. The lecture will focus on Social, Cultural, Personal and Psychological factors influencing consumer perception, as well as consumer behavior during purchase (rational choice and emotional factor) and memorization.
Related documents:
| Download file | Document name |
|---|---|
| Consumer Perception of Product Quality and the Country-of-Origin Effect Authors: Gregory R. Elliott and Ross C. Cameron |
| The influence of metaphors and product type on brand personality perceptions and attitudes Swee Hoon Ang and Elison Ai Ching Lim |
Case study: Nokia in India
Content:
The Nokia case is relevant to understand the marketing mix and branding strategy the company used to become and stay the leader in a large market as India.A short presentation should be given by one or several students. The lecture will be an interaction between students, mediated by the lecturer.
Related documents:
| Download file | Document name |
|---|---|
| Zeeshan Mohammad, Brand dossier: Nokia, 2012 |
| Krishnendu Karmakar, Arindam Banerjee, Paritosh Kumar Singh, Rajneesh Kumar Sharma, Review of STP and Marketing Mix: Nokia, 2012 |
Case study: Coca-Cola
Content:
The Coca Cola case is important to undertand how a woldwide company succeeded to boost its sales through the use of corporate social responsability, brand beliefs and brand behavior.
Related documents:
| Download file | Document name |
|---|---|
| Coca-Cola_Contagious magazine |
| Coca-Cola in Vietnam |
| Coca-Cola_Brand belief and behavior |
Case study: L’Oreal
Content:
The L’Oreal case study is useful to undertand the portfolio brand strategy, the interest of multicultarism as a managing style and adaptive marketing.
Related documents:
| Download file | Document name |
|---|---|
| The L'Oreal case, by Community of European Management Schools |
| From an aggregate to a brand network: a study of the brand portfolio at L’Oréal, Claude Chailan |
| L’Oréal masters Multiculturalism, Hae-Jung Hong and Yves Doz, 2013 |
| L’Oreal: Local Knowledge, Global Brand Case Study: What are Some of L’Oreal’s Ways?, Ted Landgraf, 2013 |
