Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster. (or a similar book) 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 ). 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
This study unit will be offered online starting on the XXXXXXXX. 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 Values, Brand Financial Value, 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.
01.08.2020 - 31.12.2020
18.05.2020 - 24.05.2020
Laurea Tikkurila, liko
HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila
Working with company brands and creating new brand mash-ups and brand collaborations
Starting on the XXXXXXXXXX
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.
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.
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.