Zusammenfassung
Summary Brand & Product Management - EBM073A05
- Kurs
- Hochschule
Full summary of all articles and lectures of the course Brand&Product Management.
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ContentsLecture 1 - What is a brand, and why does it matter?...........................................................................2
Lecture 1 - What is a brand, and why does it matter? - Summary.....................................................2
Chapter 1 – Strategic Brand Management (5 th edition)...................................................................11
Park, J. K., & John, D. R. (2010). Got to get you into my life: Do brand personalities rub off on
consumers? Journal of Consumer Research, 37(4), 655-669...........................................................11
Keller, K. L. (1993). Conceptualizing, measuring, and managing customerbased brand equity.
Journal of Marketing, 1-22...............................................................................................................11
Keller, K. L. (2021). The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity,
and Integration. Journal of Consumer Research, 48(4), 527-540.....................................................11
Lecture 2 - Brand Associations, Naïve Theories & Behavior.................................................................11
Lecture 2 – Brand Associations, Naïve Theories & Behavior – Summary.........................................11
Chapter 2 of your Textbook, Strategic Brand Management (5th ed)...............................................18
Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic effects of brand exposure
on motivated behavior: how apple makes you “think different.” Journal of Consumer Research,
35(1), 21-35.....................................................................................................................................18
Zhong, C. B., & DeVoe, S. E. (2010). You are how you eat: Fast food and impatience. Psychological
Science, 21(5), 619-622....................................................................................................................18
Wright, S. A., da Costa Hernandez, J. M., Sundar, A., Dinsmore, J., & Kardes, F. R. (2013). If it tastes
bad, it must be good: Consumer naïve theories and the marketing placebo effect. International
Journal of Research in Marketing, 30(2), 197-198...........................................................................18
Lecture 3 - Designing & Leveraging Brand Elements............................................................................18
Lecture 3 – Designing & Leveraging Brand Elements - Summary.....................................................18
Chapters 3 & 4 of your Textbook, Strategic Brand Management (5th ed).......................................28
Dohle, S., & Siegrist, M. (2014). Fluency of pharmaceutical drug names predicts perceived
hazardousness, assumed side effects and willingness to buy. Journal of Health Psychology, 19(10),
1241-1249........................................................................................................................................28
Hagtvedt, H. (2011). The Impact of Incomplete Typeface Logos on Perceptions of the Firm, Journal
of Marketing, 75(4), 86-93...............................................................................................................28
Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). The visual asymmetry effect: An interplay of
logo design and brand personality on brand equity. Journal of Marketing Research, 56(1), 89-103.
.........................................................................................................................................................28
Lecture 4 - Designing & Leveraging Brand Narratives..........................................................................28
Lecture 4 – Designing & Leveraging Brand Narratives – Summary..................................................28
Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of
disadvantage and determination through brand biography. Journal of Consumer Research, 37(5),
775-790............................................................................................................................................65
Hamby, A., Tezer, A., & Escalas, J. E. (2022). Significant Objects: How Eudaimonic Narratives
Enhance the Value of Featured Products. Journal of Advertising, 1-17...........................................65
, Zhou, L., Du, K. M., & Cutright, K. M. (2022). Befriending the Enemy: The Effects of Observing
Brand-to-Brand Praise on Consumer Evaluations and Choices. Journal of Marketing.’...................65
Lecture 5: Self-threats, Compensatory & Luxury Brand Consumption................................................65
Lecture 5 – Self-threats, Compensatory & Luxury Brand Consumption – Summary........................65
Ward, M. K., & Dahl, D. W. (2014). Should the devil sell Prada? Retail rejection increases aspiring
consumers’ desire for the brand. Journal of Consumer Research, 41(3), 590-609..........................91
Mourey, J. A., Olson, J. G., & Yoon, C. (2017). Products as pals: Engaging with anthropomorphic
products mitigates the effects of social exclusion. Journal of Consumer Research, 44(2), 414-431.
.........................................................................................................................................................91
Rucker, D. D., & Galinsky, A. D. (2008). Desire to Acquire: Powerlessness and compensatory
consumption. Journal of Consumer Research, 35(2), 257-267........................................................91
Lecture 6: Leveraging Extension & Customization Strategies..............................................................91
Lecture 6: Leveraging Extension & Customization Strategies – Summary.......................................91
Chapter 13 of your Textbook, Strategic Brand Management (5th ed)...........................................105
Monga, A. B., & John, D. R. (2010). What makes brands elastic? The influence of brand concept
and styles of thinking on brand extension evaluation. Journal of Marketing, 74(3), 80-92...........105
Cutright, K. M., Bettman, J. R., & Fitzsimons, G. J. (2013). Putting brands in their place: How a lack
of control keeps brands contained. Journal of Marketing Research, 50(3), 365-377.....................105
Moreau, C. P., Prandelli, E., Schreier, M., & Hieke, S. (2020). Customization in Luxury Brands: Can
Valentino Get Personal?. Journal of Marketing Research..............................................................105
Lecture 7: When Things Go Wrong: Negative Brand Publicity & Scandal!.........................................105
Lecture 7: When Things Go Wrong: Negative Brand Publicity & Scandal – Summary...................105
Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity:
The moderating role of commitment. Journal of Marketing research, 37(2), 203-214..................115
Park, J. K., & John, D. R. (2018). Developing brand relationships after a brand transgression: The
role of implicit theories of relationships. Journal of the Association for Consumer Research, 3(2),
175-187..........................................................................................................................................115
Gaustad, T., Utgård, J., & Fitzsimons, G. J. (2018). When accidents are good for a brand. Journal of
Business Research..........................................................................................................................115
Lecture 1 - What is a brand, and why does it matter?
Lecture 1 - What is a brand, and why does it matter? - Summary
Today’s menu in brief: Setting the foundations
o Understanding what brands mean to different stakeholders of the branding game
o Companies
o Consumers Brief overview of critical findings that revolutionized the modern conception
of brands and branding
o Discussing and criticizing some empirical evidence on how consumers related to brands.
,o Reconciling different stakeholders’ views by defining and elaborating on Customer-Based Brand
Equity
o Wrapping up with why brands matter!
Many managers don’t get it: we need to converge the two sides.
Companies’ Perspective: Brands = the Most Valuable Resources
o A brand is a source of reputation/credibility and power, vis-a-vis competitors, which attracts
consumers in a unique way and provides sustainable profit.
o Brand(s) are incredibly valuable resource(s). They need to be nourished and leveraged
continuously. They are intangible assets.
o The power of the brand (brand equity) derives CLV and predicts customer acquisition,
retention & loyalty.
Companies’ Perspective: the dynamic relationship between Brand Equity, Firms
Resources, and CLV
, o Key Question: If brands are the most valuable resource a company has, what are the main
drivers of the brand equity? In other words, what factors determine the power of a brand?
o Knowing the answer to this question enables the companies to:
o Invest their resources in the service of their brand equity
o Compete with their competitors on the bases on brand equity
o Develop & execute marketing programs to reinforce brand equity.
o In other words, everything in the process of strategic planning begins and ends with brands.
Understanding Consumers Brand Behavior: A fundamental step in Building Strong Brands
Consumers are the ultimate users of the brand.
o Understanding how they perceive, feel and think about brands must therefore be at the core of
any strategic brand management program.
o Consequently, the important questions are:
o How do consumers relate to brands? How do they think or feel about them?
o What drives consumers’ preference and positive attitude towards brands?
o How can we/companies influence consumers’ brand related intentions and behavior?
Despite the economical, functional, and rational view of the firms towards brands, consumers
perceive and relate to brands often emotionally, symbolically, and irrationally.
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