Study Guide

Learning outcomes

The student is able to:
• analyse their own personal brand by choosing brands to collaborate with (using the mash-up canvas)
• create a brand mash-up framework based on branding literature
• evaluate the financial value of brands and crea te a plan for collaborating brands
• design new service or product brands with brand mash-up tools

Teaching methods

This study unit will be offered online starting on the 11th of September 2019. Branding is important for any company or organisation or even for persons and phenomena. Brands can collaborate and create new offerings. During this study unit we concentrate on developing branding techniques innovatively by the use of the brand mash-up perspective. Branding will be taken to a new level.
The following themes will be presented both synchronously and asynchronously in our online platform: Branding in a nutshell, Brand heritage, Brand identity and brand image, Brand Value, Brands and AI, Mash-up types, Mash-up Interaction Wheel. The assignments will include short papers, brand analysis and a brand mash-up project. The course will be finalised at the beginning of November at the latest.

Location and time

Online

Learning materials and recommended literature

Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
Aaker, D. A., Joachimsthaler, E., & Niinimäki, P. (2000). Brandien johtaminen. WSOY.
Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand
identification on brand evangelism. Journal of Product & Brand Management, 22(5/6),
371-383.
Davis, A. M. (2012). Brandscaping: Unleashing the power of partnerships. Content
Marketing Institute
Ewing, M. T., Jevons, C. P., & Khalil, E. L. (2009). Brand death: A developmental model
of senescence. Journal of Business Research, 62(3), 332-338.
Gabay, J. (2015). Brand psychology : Consumer perceptions, corporate reputations.
London: Kogan Page.
Hampf, A., & Lindberg-Repo, K. (2011). Branding: The past, present, and future: A
study of the evolution and future of branding.
Kapferer, J. N. (2012). Abundant rarity: The key to luxury growth. Business Horizons,
55(5), 453-462
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and
strategic thinking. Kogan page publishers.
Keller, K., 2003. Strategic Brand Management: Building, Measuring and Managing
Brand Equity, 2nd ed. New Jersey: Prentice Hall.
Keller, K. L. (2012). Understanding the richness of brand relationships: Research
dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186-
190.
Rindell, A., & Iglesias, O. (2014). Context and time in brand image constructions.
Journal of Organizational Change Management, 27(5), 756-768
Simpson, A. (2014). The Brand Strategist's Guide to Desire: How to Give Consumers
what They Actually Want. Palgrave Macmillan.
Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of
Interactive Marketing, 26(4), 189-197.
Sipilä, M & Ekström, M (2019 forthcoming). Brand Mash-up, COLLABORATIONS, PARTNERSHIPS & BRANDING REINVENTED
Brand valuation ISO 10668: https://www.ivsc.org/news/article/professional-insight-analysing-the-value-of-a-brand

Co-operation with working life and/or RDI

Working with company brands and creating new brand mash-ups and brand collaborations

Important dates

Starting on the 5th of September 2019

Grading scale

H-5

Evaluation criteria, satisfactory (1-2)

Grade 1 - Student is able
Knowledge base: To gather, process, produce and evaluate information widely. To use concepts of the area of expertise systematically.
Problem solving: To solve problems in research, development and/or innovation activities.
Development: To recognise and analyse focuses of development making use of the knowledge base.
Communication: To communicate clearly both orally and in writing.

Evaluation criteria, good (3-4)

Grade 3 - Student is able
Knowledge base: To gather, process, produce and evaluate information critically and widely making use of both national and international scientific sources. To use concepts of the area of expertise fairly.
Problem solving: To solve problems in research, development and/or innovation activities by applying and combining information from different fields.
Development: To create target-oriented, justified development plans considering the community.
Communication: To communicate in a competent, clear and consistent manner both orally and in writing.

Evaluation criteria, excellent (5)

Grade 5 - Student is able
Knowledge base: To create a consistent framework/knowledge base making use of both national and international scientific sources in a critical analytic fashion.
Problem solving: To solve demanding problems in research, development and/or innovation activities where new knowledge and competence is created as well as to apply and combine information from different fields.
Development: To develop the activities of the competence area in a target-oriented and communal fashion.
Communication: To communicate convincingly both orally and in writing to audiences within and exterior to the field.