Branding
ARTICLE NOTES
Subject Pages or Slides
Week 1 – Articles 1. Swaminathan, V., et al. (2020) – 23 pages
Brand Value 2. Schultz, D.E. (2016) – 10 pages
3. Keller, K.L. (2016) – 16 pages
Week 2 – Articles 1. Keller, et al. (2002) – 8 pages
Brand Associations & Attitudes 2. Maehle, N., et al. (2011) – 14 pages
3. Vredenburg, J., et al (2020) - 17 pages
Week 3 – Articles 1. Fetscherin, M, Heinrich, D. (2014) – 6 pages
Brand Resonance & Salience 2. Batra, R., et al. (2012) – 14 pages
3. Romaniuk, J., et al. (2007) – 13 pages
4. Schultz, D.E. (2016) – 9 pages
Week 4 – Articles 1. Holt, D. (2016) - 11 pages
Brand Communication & Challenges 2. Nickerson, D., et al. (2022) – 24 pages
Week 5 – Articles 1. Keller, K.L. (2005) – 7 pages
Brand Building Tools 2. Bossel, V., et al. (2019) – 7 pages
3. Keller, K.L. (2003) – 6 pages
4. Magnussion, P., et al. (2011) – 19 pages
Week 6 – Articles 1. Moon, H., Sprott, D. (2016) – 7 pages
Branding Strategies 2. Keller, K.L. (2014) – 14 pages
3. Shah, P (2017) – 19 pages
Paragraph
Subparagraph
Tables and Figures
, 1 | Brand Value
1. Swaminathan, V., Sorescu, A., Steenkamp, J., O’Guinn, T., Schmitt, B. (2020) – Branding in
a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
Hyperconnectivity refers to the interconnectedness of devices, people, and data, and it has had a
profound impact on branding. Consumers today have access to vast amounts of information and can
share their opinions with others, which can shape a brand's reputation in real-time. Brands are
shifting from single- to shared ownership (“blurring boundaries”) and can expand their geographical
reach (“broadening boundaries”). Review of the literature resulted in models that are no longer
adequate in this hyperconnected world.
Key theoretical perspectives in the branding literature have different approaches:
- Firm perspective views brand as assets and examines the various functions and roles that brands
serve for firms both strategically and financially.
- Consumer perspective either views brands as signals (economic approach) or as mental
knowledge cues (psychological approach).
- Society perspective presents brands in societal and cultural context affecting individual
consumers directly and indirectly through social forces, structures, and institution.
Boundaries of branding in hyperconnectivity consists of three main aspects:
- Information availability and the speed of information dissemination, resulting in consumers
needing less effort in learning information about brands and needs new models of attention.
- Networks of people
and devices and the
growth of platforms,
where brands are
being cocreated.
- Device-to-device
connectivity leading to
branded experiences
that are accessible
through multiple
channels and brands
being an integral
component of smart
products in the IoT.
Blurring and broadening
of branding. The map
illustrates the potential
dilution of brand
ownership (dotted circles)
and the broadening of
, branding entities, -roles, and stakeholders. The meaning gets more dynamic when ownership is more
porous and brand meaning is cocreated with stakeholders.
The shift in branding is apparent in four broad categories: the roles and functions of brands (Table 1);
the brand value creation and cocreation (Table 2); the brand management (Table 3); and the
boundaries of branding (Table 4).
Conclusion. In the broadening and blurring of brand boundaries, the article has three key questions:
1. What are the roles and functions of the brand? (In firm/society/consumer perspectives) – Some
traditional roles (signals of quality and mental cues) have changed, and some roles are new
(containers of socially constructed meanings, architects of value in networks, catalysts of
communities, stewards of data privacy).
2. How is brand value (co)created? – through social platforms
3. How should brands be managed? – go beyond the role as cultural symbols and examine them as
agents of social change. Brands are more than symbols, they can be ideas, people, and places
and must be managed that way.
