MKX 2521 Brand management Semester 2, 2010

Wk Articles for weekly tutorial assessment

2
1. Jevons, Colin. (2005), "Names, brands, branding: beyond the signs, symbols, products and services", Journal of Product & Brand Management, vol. 14,
no. 2, pp.117-118

2. Jevons, Colin (2003), “Branding the offer”, in Gabbott (ed), “Introduction to marketing, a value framework approach” (copies in library and a pdf on
MUSO site)
(For this week only, the readings are not subject to assessment in the tutes; these are background reading to build up your conceptual understanding)

3
1. Keller, K. L. (1993), “Conceptualising, Measuring and Managing Customer-based Brand Equity”, Journal of Marketing, Vol. 57, pp. 1-22.

2. Christodoulides, G. and de Chernatony, L, (2010) “Consumer-based brand equity conceptualisation and measurement: A literature review”, International
Journal of Market Research. Vol. 52, Iss. 1; p. 43.

4
1. de Chernatony, L., Drury, S., and Segal-Horn, S. (2003), “Building a services brand: Stages, People and Orientations”, Services Industries Journal, Vol.
23, no. 3, pp. 1-21, May

2. Dawar, N. (2004) “What are brands good for?”, MIT Sloan Management Review, Fall, pp. 31-37.

5
1. Pittard, N., Ewing, M., and Jevons, C. (2007), "Aesthetic theory and logo design: examining consumer response to proportion across cultures",
International Marketing Review, Vol. 24, no. 4, pp. 457-473.

2. Jevons, C., Gabbott, M., and de Chernatony, L. (2005), “Customer and brand manager perspectives on brand relationships: a conceptual framework”,
Journal of Product and Brand Management, Vol. 14, no. 5, pp. 300-309.

6 No formal meeting: assignment finalisation instead

7
1. Aaker, D. A. (1996), “Measuring brand equity across products and markets”, California Management Review, Vol. 38, no. 3, pp. 102-120

2. Reid, M., Luxton, S. and Mavondo, F. (2005), “The Relationship between IMC, Market Orientation and Brand Orientation”, Journal of Advertising, Vol.
 34, no. 4, pp. 11-23.
8 1. Ratnatunga, J. and Ewing, M.T. (2009), An Ex-Ante Approach to Brand Capability Valuation, Journal of Business Research, 62, 3, 323-331.

2. Worthington, S. et al., (2010) “A tri-dimensional approach for auditing brand loyalty”, Journal of Brand Management, Volume 17, Number 4, January, pp.
243-253.

9
1. Martinez, E. and de Chernatony, L. (2004), “The effect of brand extension strategies upon brand image”, Journal of Consumer Marketing, Vol. 21, no. 1,
pp. 39-50

2. Reddy, M., Terblanche, N, Pitt, L. & Parent, M. (2009), 'How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension', Business
Horizons, vol. 52, no. 2, March-April, pp. 187-197.

10
1. Bao, Y., Shao, A., and Rivers, D. (2008), “Creating New Brand Names: Effects of relevance, connotation and pronunciation”, Journal of Advertising
Research, March, pp. 148-162.

2. Bellman, Lawrence M. (2005), "Entrepreneurs: invent a new brand name or revive an old one", Business Horizons, vol. 48, no. 3, May- June, pp.215-
222.

11
1. Keller, K. L. (1999), “Managing brands for the long run”, California Management Review, Vol. 41, no. 3, pp. 102-124

2. Jevons, C, Ewing, M., and Khalil, E. (2007), "Managing brand demise", Journal of General Management, Vol. 32, no. 4, pp. 73-81.

12
1. Kapferer, J-N (2005), “The post-global brand”, Journal of Brand Management, vol. 12, no. 5, pp. 319-324, June

2. Foscht, T., et al. (2008), “The impact of culture on brand perceptions: a six-nation study”, Journal of Product and Brand Management, vol.17, no. 3,
pp.131-142.

13 Revision tutorial: no new material. BYO questions! This is your opportunity to lead face-to-face discussion. Tutors will not have questions to ask you.