Marketing Models
Detailed Course Outline and Reading List

Branding and Brand Equity
Friday, February 3

Readings

Class in BAC 664

Background

  1. Chapter 2 (Process-Oriented Models of the Consumer Choice Process), pages 56-126.
  2. Park, C. Whan, Bernard J. Jaworski and Deborah J. MacInnis (1986), "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (4), 135-145.

Brand Equity

  1. Keller, Kevin Lane (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (1) 1-22.
  2. Van Osselaer, Stijn M. and Joseph W. Alba (2000), "Consumer Learning and Brand Equity," Journal of Consumer Research, 27 (1), 1-16.
  3. Dillon, William R., Thomas J. Madden, Amna Kirmani and Soumen Mukherjee (2001), "Understanding What's in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity," Journal of Marketing Research, 38 (4), 415-429.
  4. Raju, Jagmohan S., Raj Sethuraman and Sanjay K. Dhar (1995), "The Introduction and Performance of Store Brands," Management Science, 41 (6), 957-978.
  5. Allawadi, Kusum L., Donald R. Lehmann and Scott A. Neslin (2003), "Revenue Premium as an Outcome Measure of Brand Equity," Journal of Marketing, 67 (4), 1-17.
  6. Algesheimer, René, Utpal M. Dholakia and Andreas Herrmann (2005), "The Social Influence of Brand Community:   Evidence from European Car Clubs, " Journal of Marketing, 69 (3), 19-34.
  7. Brakus, J. Joško, Bernd H. Schmitt, and Lia Zarantonello (2009), "Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?" Journal of Marketing, 73 (3), 52-68.
  8. Keller, Kevin Lane and Donald R. Lehmann (2006), "Brands and Branding: Research Findings and Future Priorities," Marketing Science, 25 (6), 740-759.
Discussion Questions
  1. Why do brands have value?  In other words, why would a company buy a brand name?  What factors would you consider in placing a value on a brand?  What makes one brand more valuable (have higher equity) than another? 
  2. What is the difference between being loyal to a brand, being satisfied with a brand and liking (having a positive attitude) toward a brand?
  3. What are the advantages and disadvantages of brand extensions?  Of co-branding?
  4. What are the implications of "brand communities" for the study of brand equity?  How would you study this issue?

  5. The terms "brand experience," "customer experience" and "service experience" increasingly appear in the marketing literature. How do these terms deepen our conceptualization of brands, customers and their consumption experiences?
Assignment
  1. Write a critical review of an article.
  2. Write a two or three page (double-spaced) answer to one of the discussion questions.