Brands and branding have an extensive influence on, and entail large consequences for, today’s marketers, consumers and society as a whole.

This course provides knowledge of three major perspectives on brands and branding. During the course, the students will develop their analytical skills and ability to use key concepts, models and theories, both orally in case discussions and in written papers. The students will also learn how to practically apply the theoretical knowledge in solving real business problems. Additionally, the students will develop reflexivity – a competence sought by most employers and an essential skill of reflexive practitioners.

The course consists of three key theoretical modules, consisting of three sub-topics each, as well as practical, literature-based seminars:

Module 1 – Brand Management Perspective

• Brand orientation
• Corporate brand identity and image
• Brand equity
   

Module 2 – Consumer Perspective

• Cultural branding
• Consumer-brand relationships
• Collective consumer-brand phenomena
   

Module 3 – Critical Perspective

• Brand co-creation
• Brand madness
• Practical guide to brands
   

The course is given in English.

Read more about the course in the course syllabus.

Interview with course director Veronika Tarnovskaya on her research on the rebranding failure of GAP: https://fek.lu.se/en/news/corporate-rebranding-gone-wrong-the-gap-logo-…