Brand Experience Development

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By the end of this course, participants will be able to: • Define and explain the key concepts and principles of brand development, such as brand identity, brand positioning, brand image, brand equity, etc. • Analyse and evaluate the brand of a service company, using relevant tools and frameworks, such as audit brandsphere. • Develop a theoretical process model of brand experience development • Identify and apply the elements and techniques of transmedia storytelling and sensory branding to create and enhance the brand experience of a service company. • Develop a brand experience development programme for a service company. • Plan a brand experience measurement system, using appropriate methods and metrics, such as brand experience scale.

This course will draw on a fair amount of both conceptual and empirical reading. It requires a high degree of personal study, and participants are expected to find relevant materials, read widely, and think critically. A modest amount of reading prior to each session is to be expected. Below, participants can find several indicative publications, which serve as background to the course. Other resources relevant for this course will be available on the course’s Moodle page. >>> • Aaker, D. A. (2010). Building Strong Brands. London: Simon & Schuster. • Coleman, D. (2018). Building Brand Experiences: A Practical Guide to Retaining Brand Relevance. London: Kogan Page. • de Chernatony, L. (2010). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands (3rd ed.). Amsterdam: Elsevier. • Kapferer, J.-N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page. London. • Keller, K. (2007). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3rd Edition. Upper Saddle River: Pearson Education. • Lindstrom, M. (2005). Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound. New York: Free Press. • Moilanen, T. & Rainisto, S. (2009). How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding. Basingstoke: Palgrave Macmillan. • Schmitt, B. H. & Rogers, D. L. (2008). Handbook on Brand and Experience Management. Cheltenham: Edward Elgar Publishing.

This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.