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Module Reading List

Brand Management and Corporate Identity, 2021/22, Semester 2
Karen Tejedor Bowen
Tutor information is taken from the Module Catalogue

As this module spans two areas, marketing and design, there is no single textbook which comprehensively covers the entire programme so some reading will be distributed to you in class.

Recommended (but not required) for purchase:

*Keller, Kevin Lane (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity − Global Edition (5th edition), Pearson

A comprehensive text giving in-depth coverage. Focus is international, rather than purely European.

Note: the chapters in the table below refer to this book. Any version/edition of Keller’s book is fine. A PDF file of the previous 4th edition of this textbook might be available on the internet.   

The following texts are also recommended:

Aaker, David (1996). Building Strong Brands, Free Press. Any edition is fine. Chapter 3 available as an Online Course Reading in Minerva.

Week 1

Keller Ch 1

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Week 2

Keller Ch 2

Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research34(3), 347-356.

Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of brand management, 11(2), 143-155.

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Week 3

Schmitt, B. (2012). The consumer psychology of brands. Journal of consumer psychology, 22(1), 7-17.

Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research32(3), 378-389.

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Week 4

Ch 2, 3, 8, 9, 10

Keller, K.L. (2001). Building customer-based brand equity: A blueprint for creating strong brands, working paper 01-107, Marketing Science Institute 

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing57(1), 1-22.

Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review38(3).

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research16(3), 310-321.

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Week 5

Ch 12, 13

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing54(1), 27-41.

Aaker, D. (1990). Brand extensions: The good, the bad, and the ugly. MIT Sloan Management Review31(4), 47.

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Week 6

Olins, W. (2008). The Brand Handbook. Thames & Hudson

Chandler, D. (2001). Semiotics, The Basics. Routledge.

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Week 7

Pfaller, R. (2017). Interpassivity: The Aesthetics of Delegated Enjoyment. Edinburgh University Press

Baudrillard, J. (1994). Simulacra and simulation / by Jean Baudrillard ; translated by Sheila Faria Glaser  University of Michigan Press.

Montana, Jordi & Guzman, Francisco & Moll, Isa. (2007). Branding and Design Management: A Brand Design Management Model. Journal of Marketing Management. 23. 829-840. 10.1362/026725707X250340

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Week 8



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Week 9

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing73(3), 52-68.

Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham. 

Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of marketing74(4), 15-30.

Nunes, J. C., Drèze, X., & Han, Y. J. (2011). Conspicuous consumption in a recession: Toning it down or turning it up?. Journal of Consumer Psychology21(2), 199-205.

Dar-Nimrod, I., Hansen, I. G., Proulx, T., Lehman, D. R., Chapman, B. P., & Duberstein, P. R. (2012). Coolness: An empirical investigation. Journal of individual differences.

Warren, C., & Campbell, M. C. (2014). What makes things cool? How autonomy influences perceived coolness. Journal of consumer research41(2), 543-563.

Belk, R. W., Tian, K., & Paavola, H. (2010). Consuming cool: Behind the unemotional mask. In Research in consumer behavior (pp. 183-208). Emerald Group Publishing Limited.

Sbarbaro, S., Van der Bergh, J., Veris, E., & De Ruyck, T. (2011). We got a crush on you(th)! Involving influential Gen Y'ers from 15 global cities to learn why someting is cool, ESOMAR (available on WARC) 


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Week 10

Ch 6

Swaminathan, V., Sorescu, A., Steenkamp, J.B.E., O’Guinn, T.C.G. & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing84(2), pp.24-46.

Gobe, M. (2009). Emotional branding: the new paradigm for connecting brands to people, chapter 1, 3-27, New York: Allworth Press

Useful Online Resources

This list was last updated on 17/01/2022