Brand Mash-Up – Transforming Your Business Through Collaboration (5 cr)

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

Location and time

[This field is not used at Laurea.]

Materials

Aaker, D. & Aaker, J. L. 2016. What are Your Signature Stories? California Management Review, 58(3), pp. 49-65. doi:10.1525/cmr.2016.58.3.49
Besharat, A. (2010), “How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach”, Industrial Marketing Management, Vol. 39 No. 8, pp. 1240–1249.
Brodie, R. J., Glynn, M. S. & Little, V. 2006. The service brand and the service-dominant logic: Missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), pp. 363-379. doi:10.1177/1470593106066797
Calonius, H. (2006). Contemporary Research in Marketing: A Market Behaviour Framework. Marketing Theory, 6(4), 419–428. https://doi.org/10.1177/1470593106069936
Grönroos, C. (2017). On value and value creation in service: a management perspective. Journal of Creating Value, 3(2), 125-141.
Li, K., & Wang, X. (2019). HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE: A qualitative research on Supreme’s brand image from consumers’ perspectives.
Liewendahl, H. E., & Heinonen, K. (2020). Frontline employees’ motivation to align with value propositions. Journal of Business & Industrial Marketing.
Roosens, B., Dens, N., & Lievens, A. (2019). Quid pro quo: The impact of explicit brand mentions and reciprocity in brand alliance communications. European journal of marketing.-London, 53(2), 320-344.
Sipilä, M. & Ekström,Maria, k. 2019. Brand mash-up: Collaborations, partnerships & branding re-invented. [Vantaa]: Laurea University of Applied Science (Found as a book or a Kindle-version through Amazon
Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582.
Rindell, A. (2013). Time in corporate images: introducing image heritage and image?in?use. Qualitative Market Research: An International Journal.
Rindell, A., Santos, F. P., & de Lima, A. P. (2015). Two sides of a coin: Connecting corporate brand heritage to consumers’ corporate image heritage. Journal of Brand Management, 22(5), 467-484.
Urde, M. (2013). The corporate brand identity matrix. Journal of Brand Management, 20(9), 742-761.
Wason, H., & Charlton, N. (2015). How positioning strategies affect co-branding outcomes. Cogent Business & Management, 2(1), 1092192. https://www.cogentoa.com/article/10.1080/23311975.2015.1092192 (Links to an external site.) OPEN ACCESS

These articles are suggestions. More will be found in the CANVAS classroom

Teaching methods

This study unit will be offered online starting on the 6th of September 2023 online in Canvas and with our first meeting online on the 6th of September at 2.30 p.m. (EET) in ZOOM: https://laurea.zoom.us/j/68240966539


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. Sustainability is an important theme.

The following themes will be presented in our online platform Canvas. Branding in a nutshell, Brand heritage, Brand identity and brand image, Brand Values, , Mash-up types, Mash-up Interaction Wheel. The assignments will include quizzes, and a brand mash-up project (group assignment). The course will be finalized at the end of September.

We will meet synchronously according to the following time schedule

Introduction 6th of September at 2.30 p.m. to 4 p.m. (EET) https://laurea.zoom.us/j/63186214616
Group guidance 1 short session with each group, book an appointment
Group work check on the 19th of September 3.00 p.m. to 4.30 p.m. (EET) https://laurea.zoom.us/j/63186214616
Presentations on the 27th of September at 3.00 p.m. to 7.00 p.m. (EET) https://laurea.zoom.us/j/63186214616


MODULES:
Orientation and getting acquainted (mandatory)
Module 1 Taste of Brand Mash-Up 2 ECTS quizzes
Module 2 Creating a brand and a brand mash-up using artifical intelligence as a tool Group work 1 ECTS group discussions and commenting
Module 3 Brand Mash-Up Project 2 credits (ECTS) includes online presentations

Employer connections

Students are supposed to contact the organizations included in the brand mashups

Exam schedules

Please attend the first online session on the 6th of September (mandatory) in ZOOM: Join Zoom Meeting
https://laurea.zoom.us/j/63186214616

International connections

This course is for an international group of students

Completion alternatives

According to degree regulations “All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the module or study unit or another person designated by the director of the UAS unit. The assessment is carried out according to the same criteria and grading scale as that adopted for the corresponding study unit.” For further information visit the student intranet.

Student workload

One credit equals approximately 26.7 hours of work performed by the student. The different assignments are divided in the following manner:


MODULES:
Orientation and getting acquainted (mandatory)
Module 1 Taste of Brand Mash-Up 2 ECTS quizzes
Module 2 Creating a brand and a brand mash-up using artifical intelligence as a tool Group work 1 ECTS group discussions and commenting
Module 3 Brand Mash-Up Project 2 ECTS includes online presentations

Content scheduling

Brand strategy, brand development, branding for growth

We will meet synchronously according to the following time schedule

Introduction 6th of September at 2.30 p.m. to 4 p.m. (EET) https://laurea.zoom.us/j/63186214616
Group guidance 1 short session with each group, book an appointment
Group work check on the 19th of September 3.00 p.m. to 4.30 p.m. (EET) https://laurea.zoom.us/j/63186214616
Presentations on the 27th of September at 3.00 p.m. to 7.00 p.m. (EET) https://laurea.zoom.us/j/63186214616

Evaluation scale

H-5

Further information

The study unit corresponds to the requirements of Master's level education.