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Branding for Start-ups Summary (all articles plus relevant information lectures)

Branding for Startups 2019 Summary (huge overlap with normal Branding course!) All Articles plus relevant lecture information • Keller, K. L., & Lehmann, D. R. (2003). How do brands create value? Marketing Management, 12(3), 26-31. [5 pp.] • Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1-2), 1-16. [14 pp.] •Maehle, N., Otnes, C. C., & Supphellen, M. (2011). Consumers' perceptions of the dimensions of brand personality. Journal of Consumer Behaviour, 10(5), 290-303. • Keller, K. L., Sternthal, B., & Tybout, A. (2002). Three questions you need to ask about your brand. Harvard Business Review, 80(9), 80-89. [6 pp.] • Romaniuk, J., Sharp, B., & Ehrenberg, A. (2007). Evidence concerning the importance of perceived brand differentiation. Australasian Marketing Journal, 15(2), 42-54. [11 pp.] • Salminen, J. & Teixeira, J. (2012). Critical assessment of value propositions and marketing of technology startups: Evidence from Finland. Conference Proceedings of ABSRC 2012, 1-10. [8 pp.] • Voskuyl, I. (2009). English Summary of “Brand orientation as recipe for success”. SWOCC (47), 1-4. [4 pp.] • Yin Wong, H., & Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management, 14(3), 155-162. [6 pp.] • Bresciani, S., & Eppler, M. J. (2010). Brand new ventures? Insights on startups' branding practices. Journal of Product & Brand Management, 19(5), 356-366. [8 pp.] • Lei Shi (2019) Conceptualizing the Roles of Founder Personality Traits in Startups' Construction of Brand Identity, Journal of Promotion Management, 25:1, 65-81, DOI [15 pp.] Note: To spread your workload, this article is set for week 4, but belongs to week 3, in terms of content. • Keller, K. L. (2005). Branding Shortcuts: Choosing the right brand elements and leveraging secondary associations will help marketers build brand equity. Marketing Management, 14(5), 18-23. [5 pp.] • Walsh, M. F., Page Winterich, K., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84. [6 pp.] pp.] • Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29(4), 595-600. [6 pp.] • Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29(4), 595-600. [6 pp.] NOTE: to spread you workload, I have put this article on the list for week 4. • Rode, V. (2005). Corporate Branding for Start-ups: The Crucial Role of Entrepreneurs. Corporate Reputation Review, 8(2), 121 – 135. [14 pp.] • Keller, K. (2016). Unlocking the power of integrated marketing communications: how integrated is your IMC program? Journal of Advertising, 45(3), 286-301. [15 pp.] Holt, D. (2016). Branding in the age of social media. Harvard Business Review, 94(3), 40-50. • Aaker, D. (1990). Brand extensions: The good, the bad, and the ugly. MIT Sloan Management Review, 31(4), 47-56. [10 pp.] • Dwivedi, A., Merrilees, B., & Sweeney, A. (2010). Brand extension feedback effects: A holistic framework. Journal of Brand Management, 17(5), 328- 342. [12 pp.] • Aaker, D. A., & Joachimsthaler, E. (2000). The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review, 42(4), 8-23. [15 pp.]

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