The Course targets students interested in developing theoretical and practical understanding of brand management from a company’s perspective. As such, it represents an ideal complement for students having attended the research seminar “Consumers and Brands” (Bachelor level), where brands are instead analysed from the perspective of end-users.
Participants will learn two radically distinct approaches to branding. First, a product-plus approach that considers brands as add-ons to products/services/ experiences. Second, a holistic brand approach, which instead considers brands as the cornerstone of a company’s marketing strategy and as its most valuable asset.
This Course aims at:
- Developing multidisciplinary and multi-epistemological understanding of processes behind brand management and consumer interaction with brands.
- Improving students’ ability in designing and fostering brand recognition (brand morphology), brand essence (brand axiology), and brand narratives (brand storytelling).
- Complementing theoretical understanding of branding with in-field practical experience.
The Course is organized as follows:
PART I. DEFINING AND CONTEXTUALIZING BRANDS
Class 1 A brief history of brands
PART II. THE EFFECTS OF BRANDS
Class 2 A hierarchy of brand effects
Class 3 Socio-affective effects of brands
Class 4 First in-class tutorship
Class 5 Financial effects of brands
PART III. MANAGING BRANDS: STRATEGY AND ACTIVATION
Class 6 Brand morphology: Primary brand elements
Class 7 Brand morphology: Secondary brand elements
Class 8 Brand morphology: The stylistic repertory
Class 9 Second in-class tutorship
Class 10 Brand axiology: The brand contract
Class 11 Brand axiology: Brand ideologies
Class 12 Brand narratology: Functions and effects of brand storytelling
Class 13 Brand narratology: Designing effective brand stories
Class 14 Final presentations
Assessment is based on both an individual written exam (50% of the final grade) and group assignments (50%).
Detailed evaluation criteria are set at the beginning of the course.
Peer evaluation will be granted upon request.
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- Aggarwal, Pankaj and Ann L. McGill (2012), When brands seem human, do humans act like brands? Automatic behaviornal priming effects of brand anthropomorphism, Journal of Consumer Research, 39, 307-323.
- Arvidsson, Adam and Alessandro Caliandro (2016), Brand public, Journal of Consumer Research, 42, 727-748.
- Borghini, Stefania et al. (2009), Why are themed brandstores so powerful? Retail brand ideology at American Girl place, Journal of Retailing, 85(3), 363-375.
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- Van Laer, Tom, Luca M. Visconti, and Stephanie Feiereisen, Need for narrative, Journal of Marketing Management, forthcoming.
- Keller, Kevin L. (2012), Strategic Brand Management, Upper Saddle River, NJ: Prentice-Hall, fourth edition, chapters 1; 2; 3; 4; 7; 8; 9; 10; 11.
- Visconti, Luca M. (forthcoming), Communicating luxury brands through stories,” in Felicitas Morhart, Sandor Czellar, and Keith Wilcox (eds.), Research Handbook on Luxury Branding, Cheltenham, UK: Edward Elgar Publishing.
- Holt, Douglas B. (2012), How Brands Become Icons, Boston, MA: Harvard Business School Press, chapters 1 and 2.