Brand theories

Block I Brand Management Perspective Brand Orientation: Managing Organizations from a Brand Perspective; The brand orientation concept and its origins; Brand orientation frameworks; Key antecedents of brand orientation:; Leadership and internal branding; Brand orientation in different contexts; Recent developments: Brand and market-oriented positioning; Corporate Brand Identity and Image: To Align or; Separate - This is the Question; What is the best way to develop a strong corporate brand?; Corporate brand identity and image revisited; Theories of corporate brand alignment - it is all about gaps; Can misalignment be good for a brand?; Is a middle ground possible for a corporate brand?; Brand Equity and the Brand Value Chain: What it is ...|and How to Use it in Practice; A growing interest in brand equity; The brand value chain; Three insights into the brand value chain; How the brand value chain can be used - 4 steps to a revenue-focused branding process; Loyalty-based Brand Management; Understanding brand loyalty; Managing customer loyalty; Cultural Branding; Cultural branding - the strategy of iconic brands; Cultural branding practices - what brands are doing this, and why?; Why study cultural branding - and why these two models?; Description of Holt's (2004) structure of the myth market model; Description of Holt and; Cameron's (2010) cultural innovation theory model; Critique of cultural branding; Branding Strategies: A Stakeholder Approach; Branding strategies; Classical branding theories: A company-centered approach; Contemporary branding research: A stakeholder approach-- -- Block II Consumer Perspective-- Brands, Consumer Choice and Decision-making; Everyday life with brands and choices; Three perspectives on brands and decision-making; The neoclassical perspective; The psychological perspective; The sociological perspective; Consumer-brand Relationships; The complexity of consumer-brand relationships; Consumer-company identification; The Brand Relationship Quality Model; Collective Consumer-brand Phenomena; Theoretical roots of consumer collectives; Consumer tribes; Brand communities; Offline and online collectives - does it matter?; Brand Culture: In Search of Identity; Identity within social theory; Brands and the construction of identity; Constructing identity: Four perspectives-- -- Block III Critical Perspective-- Brand Co-creation - Consumer Empowerment and Exploitation; Co-creating brand meaning; The managerial perspective - designing the co-creation experience; The community perspective - negotiating brand meaning; The critical perspectives - labouring under the brand; Making Sense: A Practical Guide to Speaking About Brands; What are we talking about?; The problem: Fuzzy terminology breeds fuzzy thinking; Solution: Steps towards a unified vocabulary; Broader implications: The brand in context; Conclusion: Coming to terms; Marketing Megalomania: The Madness of Brand Management; Vagueness, irrationality, madness; From marketing myopia to marketing megalomania; Brand as Violence; Can a brand be violent?; Brand as symbolic violence; Brand as vessel of violent relations-- --