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23E24000 - Brand Management, Lecture, 19.4.2022-24.5.2022

This course space end date is set to 24.05.2022   Search Courses: 23E24000

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Supplementary Readings

Completion requirements

These are the articles that would be "Good to Read" before coming to class

    • Session 2 - The past, present, and future of brand research (12 pages).pdf Session 2 - The past, present, and future of brand research (12 pages).pdf
    • Session 5 - Deighton 2002 How Snapple got its Juice back.pdf Session 5 - Deighton 2002 How Snapple got its Juice back.pdf
    • Session 5 - Lundqvist 2012 The impact of storytelling on the consumer brand experience- The case of a firm-originated story.pdf Session 5 - Lundqvist 2012 The impact of storytelling on the consumer brand experience- The case of a firm-originated story.pdf
    • Session 7 - Brand equity dilution - Keller.pdf Session 7 - Brand equity dilution - Keller.pdf
    • Session 8 - Balmer et al 2009 Aligning Identity and Strategy- Corporate Branding at British Airways .pdf Session 8 - Balmer et al 2009 Aligning Identity and Strategy- Corporate Branding at British Airways .pdf
    • Session 8 - Kahr 2016 When Hostile Consumers Wreak Havoc on Your Brand- The Phenomenon of Consumer Brand Sabotage.pdf Session 8 - Kahr 2016 When Hostile Consumers Wreak Havoc on Your Brand- The Phenomenon of Consumer Brand Sabotage.pdf
    • Session 9 - Aaker 2006 Brands and Branding Research Findings and Future Priorities.pdf Session 9 - Aaker 2006 Brands and Branding Research Findings and Future Priorities.pdf
    • Session 9 - Levy and Luedicke 2013 From marketing ideology to branding ideology.pdf Session 9 - Levy and Luedicke 2013 From marketing ideology to branding ideology.pdf
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