Content Summary Branding & Design
Session 1.................................................................................................................................................4
What is corporate branding? – Hatch & Schultz (2008, chapter 1).....................................................4
Where corporate brands differ from product brands.....................................................................4
When corporate brands work.........................................................................................................5
How British Airways failed its corporate brand..............................................................................5
Why Southwest gets corporate branding right...............................................................................5
The value of brands – Hatch & Schultz (2008, chapter 2)...................................................................6
Two benefits of branding: differentiation and belonging...............................................................6
Brands are symbols.........................................................................................................................6
Brand valuation and its limits.........................................................................................................7
Brand equity theory........................................................................................................................7
Consumer behavior research..........................................................................................................8
The symbolic value of branding......................................................................................................8
Studying brand symbolism and its meanings..................................................................................9
The Need for Organization Theory.................................................................................................9
Session 2...............................................................................................................................................10
The concept of identity-based brand management – Buurman (2017)............................................10
Development of an identity-based brand management...............................................................10
Identity-based brand definition....................................................................................................11
The fundamental concept of identity-based brand management................................................11
Comparison of brand management approaches..........................................................................12
The current status of identity research.........................................................................................14
Conceptual design of brand identity.............................................................................................17
The brand image concept.............................................................................................................21
Brand trust in identity-based brand management.......................................................................25
Brand authenticity in identity-based brand management............................................................26
The process of identity-based brand management......................................................................27
Session 5...............................................................................................................................................29
Brand name: “The importance of being earnest” – Fioroni-Titterton (2009)...................................29
Session 6...............................................................................................................................................32
The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions – Labrecque et
al. (2013)...........................................................................................................................................32
Overview: Importance of color in marketing................................................................................32
Conceptual model: The role of color in consumer behavior.........................................................32
, Review of color research in marketing: Understanding its complexities and directions for future
research........................................................................................................................................34
General discussion........................................................................................................................37
Logos, Slogans, Mascots and more – Brown (2016).........................................................................37
Understanding emblems..............................................................................................................37
Other organs.................................................................................................................................38
Slogans sell...................................................................................................................................39
Nice Package.................................................................................................................................39
Mascot Madness...........................................................................................................................40
Special Offer.................................................................................................................................40
Session 7...............................................................................................................................................42
Sonic branding: A consumer-oriented literature review – Gustafsson (2015)..................................42
Introduction..................................................................................................................................42
Sonic branding: labels and concepts used....................................................................................42
Sonic branding: listener versus consumer....................................................................................43
Sonic branding: perspectives........................................................................................................43
Sonic branding: history.................................................................................................................44
Sonic branding: functions for companies and brands...................................................................44
Sonic branding: function in consumers’ lives................................................................................45
Sonic branding: future..................................................................................................................46
WG2 – Summary paper 2......................................................................................................................48
Logo design in marketing communications: Brand logo complexity moderates exposure effects on
brand recognition and brand attitude – van Grinsven & Das (2016)................................................48
Introduction..................................................................................................................................48
Background...................................................................................................................................48
Overview.......................................................................................................................................49
Study 1..........................................................................................................................................49
Study 2..........................................................................................................................................50
General discussion........................................................................................................................52
WG3 – Summary paper 3......................................................................................................................54
The impact of product’s packaging color on customers’ buying preferences under time pressure –
Javed & Javed (2015)........................................................................................................................54
Introduction..................................................................................................................................54
Packaged Goods and Pakistan......................................................................................................54
Packaging Color and Customers’ Buying Preferences...................................................................54
Time Pressure...............................................................................................................................54
,Research Hypotheses....................................................................................................................55
Conceptual Framework.................................................................................................................55
Method.........................................................................................................................................55
Results..........................................................................................................................................55
Discussion and Conclusion............................................................................................................56
Limitations and future research implications...............................................................................57
, Session 1
What is corporate branding? – Hatch & Schultz (2008, chapter 1)
Where corporate brands differ from product brands
Branding an enterprise is not the same thing as branding a product. And, although corporate and
product brands share some similarities, assumptions about product branding can sometimes leave
the wrong impression of what corporate branding entails (see example).
It can be easy to confuse corporate with product brands due to similarities in their use of imagery. For
example, Nike’s swoosh and the golden crest on a packet of Marlboros are both graphic symbols bound
together with a familiar name and associated with various emotions, ideas, and memories. And both have
become significant in popular culture, partly as the result of all manner of marketing, communication, and
sales efforts. Yet these similarities mask important differences. Nike is a corporate brand that symbolically
integrates the wide - ranging activities of an enterprise that not only provides consumers with sporting goods
but also influences how sports are played and shapes the identities of those who play them. Marlboro, even
given its global iconic stature and enormous equity, is but one of many products in the Philip Morris empire.
The concept of brand architecture, which explains how
Product brands may operate
multiple product brands owned by a single company
independently, the way Procter &
relate to one another, helps some people understand the
Gamble’s stable of product brands do
relationship between a product and a corporate brand
(Tide, Ivory, Pampers, Crest, Duracell,
(see example).
Gillette, and so on), or be grouped into
brand families like General Motors’
We say potential because unity of logo, name, and house Chevrolet, Buick, Pontiac, GMC Truck,
style is only one aspect of a corporate brand. Corporate Saturn, Hummer, Saab, and Cadillac.
branding involves a great deal more.
Differences between product brands and
corporate brands:
Product brands typically lavish all their
attention on customers and consumers,
whereas corporate brands address all the
company’s stakeholders — not only
customers and consumers but also
investors, suppliers, distributors, partners,
governments, and local, national, and
international community groups, as well
as employees — in other words, the entire
enterprise.
Product brands gain market share
through short-lived advertising
campaigns invented by marketers.
Sometimes these are effective and
memorable (for example, the
Budweiser frogs), but corporate
brands express enduring
ambitions and the values and
beliefs of all connected with the enterprise.
Session 1.................................................................................................................................................4
What is corporate branding? – Hatch & Schultz (2008, chapter 1).....................................................4
Where corporate brands differ from product brands.....................................................................4
When corporate brands work.........................................................................................................5
How British Airways failed its corporate brand..............................................................................5
Why Southwest gets corporate branding right...............................................................................5
The value of brands – Hatch & Schultz (2008, chapter 2)...................................................................6
Two benefits of branding: differentiation and belonging...............................................................6
Brands are symbols.........................................................................................................................6
Brand valuation and its limits.........................................................................................................7
Brand equity theory........................................................................................................................7
Consumer behavior research..........................................................................................................8
The symbolic value of branding......................................................................................................8
Studying brand symbolism and its meanings..................................................................................9
The Need for Organization Theory.................................................................................................9
Session 2...............................................................................................................................................10
The concept of identity-based brand management – Buurman (2017)............................................10
Development of an identity-based brand management...............................................................10
Identity-based brand definition....................................................................................................11
The fundamental concept of identity-based brand management................................................11
Comparison of brand management approaches..........................................................................12
The current status of identity research.........................................................................................14
Conceptual design of brand identity.............................................................................................17
The brand image concept.............................................................................................................21
Brand trust in identity-based brand management.......................................................................25
Brand authenticity in identity-based brand management............................................................26
The process of identity-based brand management......................................................................27
Session 5...............................................................................................................................................29
Brand name: “The importance of being earnest” – Fioroni-Titterton (2009)...................................29
Session 6...............................................................................................................................................32
The Marketers’ Prismatic Palette: A Review of Color Research and Future Directions – Labrecque et
al. (2013)...........................................................................................................................................32
Overview: Importance of color in marketing................................................................................32
Conceptual model: The role of color in consumer behavior.........................................................32
, Review of color research in marketing: Understanding its complexities and directions for future
research........................................................................................................................................34
General discussion........................................................................................................................37
Logos, Slogans, Mascots and more – Brown (2016).........................................................................37
Understanding emblems..............................................................................................................37
Other organs.................................................................................................................................38
Slogans sell...................................................................................................................................39
Nice Package.................................................................................................................................39
Mascot Madness...........................................................................................................................40
Special Offer.................................................................................................................................40
Session 7...............................................................................................................................................42
Sonic branding: A consumer-oriented literature review – Gustafsson (2015)..................................42
Introduction..................................................................................................................................42
Sonic branding: labels and concepts used....................................................................................42
Sonic branding: listener versus consumer....................................................................................43
Sonic branding: perspectives........................................................................................................43
Sonic branding: history.................................................................................................................44
Sonic branding: functions for companies and brands...................................................................44
Sonic branding: function in consumers’ lives................................................................................45
Sonic branding: future..................................................................................................................46
WG2 – Summary paper 2......................................................................................................................48
Logo design in marketing communications: Brand logo complexity moderates exposure effects on
brand recognition and brand attitude – van Grinsven & Das (2016)................................................48
Introduction..................................................................................................................................48
Background...................................................................................................................................48
Overview.......................................................................................................................................49
Study 1..........................................................................................................................................49
Study 2..........................................................................................................................................50
General discussion........................................................................................................................52
WG3 – Summary paper 3......................................................................................................................54
The impact of product’s packaging color on customers’ buying preferences under time pressure –
Javed & Javed (2015)........................................................................................................................54
Introduction..................................................................................................................................54
Packaged Goods and Pakistan......................................................................................................54
Packaging Color and Customers’ Buying Preferences...................................................................54
Time Pressure...............................................................................................................................54
,Research Hypotheses....................................................................................................................55
Conceptual Framework.................................................................................................................55
Method.........................................................................................................................................55
Results..........................................................................................................................................55
Discussion and Conclusion............................................................................................................56
Limitations and future research implications...............................................................................57
, Session 1
What is corporate branding? – Hatch & Schultz (2008, chapter 1)
Where corporate brands differ from product brands
Branding an enterprise is not the same thing as branding a product. And, although corporate and
product brands share some similarities, assumptions about product branding can sometimes leave
the wrong impression of what corporate branding entails (see example).
It can be easy to confuse corporate with product brands due to similarities in their use of imagery. For
example, Nike’s swoosh and the golden crest on a packet of Marlboros are both graphic symbols bound
together with a familiar name and associated with various emotions, ideas, and memories. And both have
become significant in popular culture, partly as the result of all manner of marketing, communication, and
sales efforts. Yet these similarities mask important differences. Nike is a corporate brand that symbolically
integrates the wide - ranging activities of an enterprise that not only provides consumers with sporting goods
but also influences how sports are played and shapes the identities of those who play them. Marlboro, even
given its global iconic stature and enormous equity, is but one of many products in the Philip Morris empire.
The concept of brand architecture, which explains how
Product brands may operate
multiple product brands owned by a single company
independently, the way Procter &
relate to one another, helps some people understand the
Gamble’s stable of product brands do
relationship between a product and a corporate brand
(Tide, Ivory, Pampers, Crest, Duracell,
(see example).
Gillette, and so on), or be grouped into
brand families like General Motors’
We say potential because unity of logo, name, and house Chevrolet, Buick, Pontiac, GMC Truck,
style is only one aspect of a corporate brand. Corporate Saturn, Hummer, Saab, and Cadillac.
branding involves a great deal more.
Differences between product brands and
corporate brands:
Product brands typically lavish all their
attention on customers and consumers,
whereas corporate brands address all the
company’s stakeholders — not only
customers and consumers but also
investors, suppliers, distributors, partners,
governments, and local, national, and
international community groups, as well
as employees — in other words, the entire
enterprise.
Product brands gain market share
through short-lived advertising
campaigns invented by marketers.
Sometimes these are effective and
memorable (for example, the
Budweiser frogs), but corporate
brands express enduring
ambitions and the values and
beliefs of all connected with the enterprise.
