• Demonstrate overview and insight in key academic concepts, analytical models and current issues within brand management.
• Explain branding as a multifaceted concept that changes its shape depending on the theoretical approach that is observing outside. The emphasis is on the student's ability to identify and compare the specific theories and explain their inter-relationship, including contradictions.
• Demonstrate ability to use different theories in practical cases and argue and reflect on the inclusion and exclusion of the subject's concepts in case analysis.

The course deals with the following themes: Brand Concepts and theoretical traditions, brand management and strategy, value assessment of brands / brand equity, visual and corporate identity, organizational identity and corporate branding, consumer-brand relationships, brand community, cultural brands, global and local brands, critical perspectives on brands.

The course provides an overview of branding as a theoretical concept and illustrates the strategic and organizational issues that organizations encounter in efforts to organize and coordinate brand activities.

The course aims to build on the business economics and marketing communications professional ballast as the previous semesters lecturers have imparted to the students.

The aim is to give the students an overview and insight into relevant academic concepts, analytical models and current issues in order to prepare them on working with branding in different types of organizations (including communication or advertising agencies), during internship in 5th semester (and later careers).

The course is not limited to one organisational strategic perspective to branding, but challenges the assumptions the brand management as theoretical and practical concept is based on. In that way the subject raises the question about e.g., the realization of synergies; control and power; measurement problems; recipients and target role and theory development in branding.

The course is divided in two tracks: a series of lectures and a series of exercises. These have both vertical and horizontal context. The lecture series is the first track based on a presentation of theoretical concepts, discussions and models as well as practical issues. Lecturer seeks dialogue with the students on each lecture theme but the size of large no.of students attending the lectures puts significant limitations for this dialogue. The lecturer plans for a discussion in her presentation of the lectures' topic and theory on the subsequent tutorial.

It is therefore intended that the exercise sequences, in a second track runs thematic and temporal parallel to the lectures, should provide a good framework and ample opportunity for dialogue between exercise teacher and the students.

The contents in the specific lecture and its consistency with the teaching of the semester in general is considered on the basis of analysis and discussion of selected case assignments, examples and questions.


 

 



 

The revised literature will be available on Learn by the end of August.

Boje, DM, & Khan, FR (2009). "Story-branding city empire entrepreneurs: Nike child labor and Pakistan's soccer ball industry". Journal of Small Business and Entrepreneurship, 1 , 9-24 ..
Fournier, Susan. (1998). "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research 24 (4): 343-73.

Fournier, Susan (2009) "Lessons Learned about Consumers' Relationships med sina Brands". Chapter 1 in MacInnis et al. (eds.), Handbook of Brand Relationships . New York: ME Sharpe, 5-23.
Hatch, Mary Jo & Schultz, Majken. (2009), "Of Bricks and Brands: From Corporate to Enterprise Brand." Organizational Dynamics (2), 117-130.
Heding, Tilde; Knudtzen, Charlotte F., and Bjerre, Mogens (2009). Brand Management. London: Routledge, 9-26.
Holt, Douglas B. (2004). How Brands Become Icons: the Principles of Cultural Branding Boston, Mass: Harvard Business School Press. 1-38.
Holt, Douglas B. & Cameron, Douglas (2010). Cultural Strategy: using innovative Ideologies two build breakthrough brands. Oxford: Oxford University Press, 19-47. 173-192.
Juntunen, Mari et al. (2010) "Corporate brand building in different stages of small business growth", Brand Management, Vol. 18, 2, 115-133.
Kates, SM (2004). The dynamics of fire legitimacy`: An interpretive study in the gay men's community. Journal of Consumer Research, 31 (2), 455-464.
Keller, Kevin Lane (2001), "Building Customer-Based Brand Equity - A Blueprint for Creating Strong brands "MSI working paper 01-107, 1-31.
Keller, Kevin Lane (1993)," Conceptualizing, measuring, and managing customer-based brand equity, " Journal of Marketing, 57 (1), 1-22.            
Keller, Kevin Lane (2008), "Red Bull: Building Brand Equity in Non-Traditional Ways". Best Practice Cases in Branding. Lessons from the World's Strongest Brands. Upper Saddle Wells, NJ: Prentice Hall, 73-99.
Merz, Michael A., He, Yi, and Vargo, Stephen L. (2009). "The Evolving Brand Logic: a Service-Dominant Logic Perspective." Journal of the Academy of Marketing Science 37 (3), 328-44.
O'Guinn, TC & Muniz, AM, Jr., (2009) "Collective Brand Relationships ". Chapter 9 in MacInnis et al. (eds.), Handbook of Brand Relationships. New York: ME Sharpe, 173-194.
Olins, Wally (2008). The Brand Handbook . Thames & Hudson, London, 24-53.
Quelch, John A. and Laidler-Kylander, Nathalie. (2006), The New Global Brand: Managing Non-Government Organizations in the 21st Century . Mason, Ohio: Thomson / South-Western, 174-195.
Rosenbaum-Elliott, Richard et al. (2011), Strategic Brand Management . Second Edition. Oxford: Oxford University Press.
Schau, H., Muñiz, A. & Arnould, E. (2009), "How brand community practices create value". Journal of Marketing , 73, 30-51.
Schultz, M., & Hatch , MJ (2003). "The cycles of corporate branding: The case of the Lego company." California Management Review, 46 (1), 6-21.
Tarnovskaya, VV & the Chernatony, L., (2011) "Internalising a brand across cultures: the case of IKEA ", International Journal of Retail & Distribution Management, Vol. 39 Iss: 8, pp.598 - 618
Thompson, CJ, Rindfleisch, A. & ARNING, Z. (2006)," Emotional Branding and the Strategic Value of the Doppelgänger Brand Image, " Journal of Marketing , 70 (January), 50-64.