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. 1986 Alpha Kappa Psi [MSI/H. Paul Root] Award.

Brand Equity

3. Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1) 1-22. 1993 Harold H. Maynard Award and 2002 Sheth Foundation / Journal of Marketing Award

4. Van Osselaer, Stijn M. and Joseph W. Alba (2000), “Consumer Learning and Brand Equity,” Journal of Consumer Research, 27 (1), 1-16. Co-Winner 2001 Robert Ferber Award

5. 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. 2002 Paul E. Green Award

6. Raju, Jagmohan S., Raj Sethuraman and Sanjay K. Dhar (1995), “The Introduction and Performance of Store Brands,” Management Science, 41 (6), 957-978. Co-Winner of the 1995 John D. C. Little Award

7. 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. 2003 Harold H. Maynard Award

8. Bronnenberg, Bart J., Sanjay K. Dhar and Jean-Pierre Dube (2007), “Consumer Packaged Goods in the United States:  National Brands, Local Branding,” Journal of Marketing Research, 44 (1). Paul E. Green Award 2008.

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?  You may wish to read:

• Slotegraaf, Rebecca J. and Koen Pauwels (2006), “Growing Small Brands: Does a Brand's Equity and Growth Potential Affect Its Long-term Productivity?” Marketing Science Institute Report # 06-123.

• Rao, Vithala R., Manoj K. Agarwal, Denise Dahlhoff (2004), “How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?” Journal of Marketing, 69 (4), 126-41. 

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?  You may wish to read: 

• Chaudhuri, Arjun and Morris B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand, Journal of Marketing, 65, (2).

3. What are the advantages and disadvantages of brand extensions?  Of co-branding? You may wish to read:

• Erdem, Tülin, Joffre Swait, & Ana Valenzuela (2006), “Brands as Signals: A Cross-Country Validation Study,” Journal of Marketing, 70 (1).

1. Write a critical review of two articles.

2. Write a two or three page (double-spaced) answer to one of the discussion questions.  After some of the discussion questions, I have noted recent, highly cited articles that may be relevant to the topic.  However, you are not required to read these articles.  The citations are simply provided for your convenience.