Knowledge Clips and Lectures in Weeks – Branding
Contents
Knowledge Clips and Lectures in Weeks – Branding ............................................................................... 1
Week 1 – Knowledge Clips ...................................................................................................................... 4
Knowledge Clip Brand Equity .............................................................................................................. 4
Brand Equity Pyramid.......................................................................................................................... 5
Week 1 – Lectures ................................................................................................................................... 6
Articles Week 1 ..................................................................................................................................... 11
Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of
Marketing .......................................................................................................................................... 11
Reflections on customer-based brand equity: perspectives, progress, and priorities. Keller 2016 .. 17
Rethinking Brand Development in an Interactive Marketplace ........................................................ 22
Seminar 1 .............................................................................................................................................. 23
Week 2 – Knowledge Clips .................................................................................................................... 24
Brand Positioning .............................................................................................................................. 24
Brand Image ...................................................................................................................................... 26
Brand Personality .............................................................................................................................. 27
Brand Values ..................................................................................................................................... 28
Week 2 – Lecture .................................................................................................................................. 30
Articles – Week 2 .................................................................................................................................. 37
Three questions you need to ask about your brand. Harvard Business Review, 80(9), 80-89 .......... 37
Consumers' perceptions of the dimensions of brand personality. Journal of Consumer behaviour,40
Brands taking a stand: authentic brand activism or woke walking? ................................................. 43
Week 2 – Seminar ................................................................................................................................. 46
Week 3 – Knowledge Clips .................................................................................................................... 49
Branding Consumer Brand Relationships .......................................................................................... 49
Brand Resonance .............................................................................................................................. 49
BAV and Commodizatiion.................................................................................................................. 51
Brand Differentiation ........................................................................................................................ 51
Lectures – Week 3 ................................................................................................................................. 52
Articles – Week 3 .................................................................................................................................. 59
Consumer brand relationships: A research landscape. Journal of Brand Management ................... 59
Brand love. Journal of marketing ...................................................................................................... 62
1
, Evidence concerning the importance of perceived brand differentiation ........................................ 64
Rethinking Brand Development in an Interactive Marketplace ........................................................ 67
Seminar 3 .............................................................................................................................................. 68
Knowledge Clips – Week 4 .................................................................................................................... 69
Brand building: Creating CBBE Overview ......................................................................................... 69
Social Media & Branding ................................................................................................................... 69
Lectures – Week 4 ................................................................................................................................. 71
Articles – Week 4 .................................................................................................................................. 77
Branding in the age of social media. Harvard business review, 94Links to an external site ............. 77
The impact of corporate social responsibility on brand sales: An accountability perspective ......... 79
Three Shades of Green(washing): Content Analysis of Social Media Discourse by European Oil, Car,
and Airline Companies. Links to an external site.Algorithmic Transparency Institute...................... 82
Knowledge Clips – Week 5 .................................................................................................................... 84
Lectures – Week 5 ................................................................................................................................. 84
Articles – Week 5 .................................................................................................................................. 92
Branding shortcuts: Choosing the right brand elements and leveraging secondary associations will
help marketers build brand equity.................................................................................................... 92
Facing a trend of brand logo simplicity: The impact of brand logo design on consumption ............ 94
Brand synthesis: the multidimensionality of brand knowledge (Keller, 2003) ................................. 96
“What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters . 98
Knowledge Clips – Week 6 .................................................................................................................. 100
Lectures – Week 6 ............................................................................................................................... 100
Articles Week 6 ................................................................................................................................... 113
Ingredient branding for a luxury brand: The role of brand and product fit .................................... 113
Designing and implementing brand architecture strategies. .......................................................... 115
Shah, P. (2017). Why do firms delete brands? Insights from a qualitative study ............................ 119
2
,3
, Week 1 – Knowledge Clips
Knowledge Clip Brand Equity
Brand Equity- The added value that the brand adds to the product
Brand Value Chain
- The marketing program investment should translate into customer mindset which translates
into market performance which should hopefully eventually translate in shareholder value
- The multipliers are the moderators between brand value chains
- We will focus on the marketing program investment and customer mindset
Customer-Based Equity – Keller
It is a differential effect that brand knowledge has on customer response to brand marketing activity
It is always based on what you know of the brand and it always based on the customer’s response
Assocative Network Memory Model
- From psychology to btanding
- Nodes (stored info)
- Links (strengths oof association between models
CBBE / Brand Resonance Model
4
Contents
Knowledge Clips and Lectures in Weeks – Branding ............................................................................... 1
Week 1 – Knowledge Clips ...................................................................................................................... 4
Knowledge Clip Brand Equity .............................................................................................................. 4
Brand Equity Pyramid.......................................................................................................................... 5
Week 1 – Lectures ................................................................................................................................... 6
Articles Week 1 ..................................................................................................................................... 11
Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of
Marketing .......................................................................................................................................... 11
Reflections on customer-based brand equity: perspectives, progress, and priorities. Keller 2016 .. 17
Rethinking Brand Development in an Interactive Marketplace ........................................................ 22
Seminar 1 .............................................................................................................................................. 23
Week 2 – Knowledge Clips .................................................................................................................... 24
Brand Positioning .............................................................................................................................. 24
Brand Image ...................................................................................................................................... 26
Brand Personality .............................................................................................................................. 27
Brand Values ..................................................................................................................................... 28
Week 2 – Lecture .................................................................................................................................. 30
Articles – Week 2 .................................................................................................................................. 37
Three questions you need to ask about your brand. Harvard Business Review, 80(9), 80-89 .......... 37
Consumers' perceptions of the dimensions of brand personality. Journal of Consumer behaviour,40
Brands taking a stand: authentic brand activism or woke walking? ................................................. 43
Week 2 – Seminar ................................................................................................................................. 46
Week 3 – Knowledge Clips .................................................................................................................... 49
Branding Consumer Brand Relationships .......................................................................................... 49
Brand Resonance .............................................................................................................................. 49
BAV and Commodizatiion.................................................................................................................. 51
Brand Differentiation ........................................................................................................................ 51
Lectures – Week 3 ................................................................................................................................. 52
Articles – Week 3 .................................................................................................................................. 59
Consumer brand relationships: A research landscape. Journal of Brand Management ................... 59
Brand love. Journal of marketing ...................................................................................................... 62
1
, Evidence concerning the importance of perceived brand differentiation ........................................ 64
Rethinking Brand Development in an Interactive Marketplace ........................................................ 67
Seminar 3 .............................................................................................................................................. 68
Knowledge Clips – Week 4 .................................................................................................................... 69
Brand building: Creating CBBE Overview ......................................................................................... 69
Social Media & Branding ................................................................................................................... 69
Lectures – Week 4 ................................................................................................................................. 71
Articles – Week 4 .................................................................................................................................. 77
Branding in the age of social media. Harvard business review, 94Links to an external site ............. 77
The impact of corporate social responsibility on brand sales: An accountability perspective ......... 79
Three Shades of Green(washing): Content Analysis of Social Media Discourse by European Oil, Car,
and Airline Companies. Links to an external site.Algorithmic Transparency Institute...................... 82
Knowledge Clips – Week 5 .................................................................................................................... 84
Lectures – Week 5 ................................................................................................................................. 84
Articles – Week 5 .................................................................................................................................. 92
Branding shortcuts: Choosing the right brand elements and leveraging secondary associations will
help marketers build brand equity.................................................................................................... 92
Facing a trend of brand logo simplicity: The impact of brand logo design on consumption ............ 94
Brand synthesis: the multidimensionality of brand knowledge (Keller, 2003) ................................. 96
“What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters . 98
Knowledge Clips – Week 6 .................................................................................................................. 100
Lectures – Week 6 ............................................................................................................................... 100
Articles Week 6 ................................................................................................................................... 113
Ingredient branding for a luxury brand: The role of brand and product fit .................................... 113
Designing and implementing brand architecture strategies. .......................................................... 115
Shah, P. (2017). Why do firms delete brands? Insights from a qualitative study ............................ 119
2
,3
, Week 1 – Knowledge Clips
Knowledge Clip Brand Equity
Brand Equity- The added value that the brand adds to the product
Brand Value Chain
- The marketing program investment should translate into customer mindset which translates
into market performance which should hopefully eventually translate in shareholder value
- The multipliers are the moderators between brand value chains
- We will focus on the marketing program investment and customer mindset
Customer-Based Equity – Keller
It is a differential effect that brand knowledge has on customer response to brand marketing activity
It is always based on what you know of the brand and it always based on the customer’s response
Assocative Network Memory Model
- From psychology to btanding
- Nodes (stored info)
- Links (strengths oof association between models
CBBE / Brand Resonance Model
4
