Brand Management Research

Professor: Leslie de Chernatony

Course type: Corso per dottorandi
Value in ECTS: 1.5

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Brands are one of an organisations most valuable intangible assets. With so many organisations recognising their financial value they are now managed by CEOs and Directors of Marketing with considerable interest from Directors of Finance and HR. No longer are brands regarded as being managed to attract and retain customers. Rather they are considered as a basis for internally aligning and motivating employees around a brand promise, representing organisational competences and unique culture, which delights customers, nudges the brand to the top of their brand buying repertoire and which delivers value to stakeholders. This seminar explores how our understanding of brand management has advanced. In an interactive manner, using readings, syndicate exercises and plenary sessions, it will explore:

• questioning some of the assumptions about brand positioning and the importance of mental models
• surfacing the diverse interpretations managers have of brand and their implications
• the problem of measures of brand performance
• brand essence models to synthesise the complexity of brand
• developments in striving for a holistic brand experience
• the viability of differentiating brands and models to help appreciate authenticity
• impact of organisational culture on brand performance
• the challenges for managing brands in different sectors and economic contexts
• stretching managers horizons for brand opportunities
• issues to be addressed when developing innovative brands

The seminar will run between 09.00 and 17.15 over two days