23E99906 - Capstone course: Marketing, Lecture, 11.3.2022-25.5.2022
This course space end date is set to 25.05.2022 Search Courses: 23E99906
Readings
Read them in this order:
1. Keller
- Keller's article/chapter will provide you with an overview of branding and brand management. It can come in handy to think about the big picture of branding and brand management.
2. A summary of Kapferer's brand identity prism model. Provides a more layered process of brand identity building dimensions, compared to Aaker's so-called onion brand identity model.
3. Fuchs and Diamantopoulos
- Fuchs and Diamantopoulos foreground (re)positioning as one of the prominent aspects of branding and brand management. As you're already recognizing, brand identity and positioning are crucial to successful branding.
Taken together, these two articles help you think about your cases from a strategic point of view.
4.
Batra and Keller
- This article comes in handy after the strategy and the objectives have been identified. It is good for thinking about strategic implementation at the tactical level. esp., this article is good for those cases that are gearing towards a solution involving a communication strategy or campaign. It will help you think about the message, media strategy, and promotional strategy.
5.
The Burberry Business Model - creating an international luxury fashion brand (Moore and Birtwistle - 2004)
I chose this article because it is short and gets to the point. What I would like you to appreciate from this article is the big picture of when brand repositioning. Notice that, by and large, all of you are focusing on the brand, backgrounding the other elements of the business model like distribution networks, quality control and product development, and so on.
_Hedon