Choose a brand and critically evaluate its current branding strategies. Applying appropriate brand concepts and theories covered in the course, discuss its future development”.

January 3, 2024January 3, 2024 Discipline: Other

0 copy 0AI, please check the PPT and Reading list provided，this is important.

Reading：

Strategic brand management a European perspective

Keller, Kevin Lane, 1956-

From brand vision to brand evaluation : the strategic process of growing and strengthening brands

De Chernatony, L. (Leslie)    2010

Creating powerful brands.

De Chernatony, L. (Leslie); McDonald, Malcolm.;Wallace, Elaine
Lalaounis, Sotiris T., 1980- author.; Taylor & Francis
Smith, P. R. (Paul Russell), 1957-2011
Jennifer L. Aaker
ISSN: 0022-2437 , 1547-7193
Journal of marketing research. , 1997, Vol.34(3), p.347

Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

Pankaj Aggarwal
ISSN: 0093-5301 , 1537-5277
Journal of consumer research : an interdisciplinary quarterly. , 2007, Vol.34(4), p.468-479

Retro-marketing: yesterday’s tomorrows, today!

Stephen Brown
ISSN: 0263-4503
Marketing Intelligence and Planning , 1999, Vol.17, p.363-376

Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

Stephen Brown
ISSN: 0022-2429 , 1547-7185
Journal of marketing. , 2003, Vol.67(3), p.19-33
Website：
https://www-tandfonline-com.uoelibrary.idm.oclc.org/doi/abs/10.2752/175630612X13330186684231
In addition, some other reading can be cited. But those are the main ones. Thank you .


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