Brand Management Fall 2008:
Term Project Guidelines
Brand Management:
Term Project Guidelines and Idea Starter
The term project consists of a ten-page single-spaced dissertation on some element of
brand equity that interests you or about which you feel a need to know more. Please
share ideas with me in advance per the schedule in the syllabus.
Basically your paper could be on anything related to branding or brand equity. The
many pro forma topics presented below and in the attachment are not intended to limit
your choice of a topic. Rather, I’ve just given my thoughts in what might make a good
paper; you are free to choose one, or make a combined topic, or extrapolate from there
to a totally new topic.
A key point to remember: the paper must ultimately relate the content back to the
course with a typical final section of analysis being something to the effect of “lessons
learned for brand management.”
What do we learn about brand management overall? Which principles seem to
be particularly useful and borne out in practice? Which brand management
concepts were particularly important in the situation described in your paper?
What do the findings of your paper possible add to refining the basic theory and
taking it down to ground level practice? What should the brand do?
A list of topics is attached, as well as a Brand Equity bibliography.
Basic Approaches
Following is a thumbnail of the basic possible formats for a term project:
Case Study – published sources, field sources (contact with company) or combination
 Can focus on single company or industry group
 Paper = 80% description + 20% analysis (What enduring principles of
brand management are revealed? What do brand managers learn from
this?)
 Examples in the course: cases on Nike, Acushnet and “The Beach” -except these cases do not contain the required case analysis; you must
add this.
 Look at the world’s greatest brands listing in the brand valuation chapter
for ideas about company or industry specific projects. For example, an
examination of the wireless telephone category (Motorola, Ericsson,
Nokia, etc.) would be interesting.

Revised January 2005. [ share \ kopp \ syllclas \ Brand Management \ Term Project \
BM Term Project Assign Spring 05.doc]
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Brand Management Fall 2008:
Term Project Guidelines
“Topic Paper” – looks like an old-fashioned library-research paper. Examples:
 Buzz Marketing: It’s Efficient , But Only When It Works
 Building a Brand in the _____ Market Space (High-tech, services, nonprofit, automobiles, fashion, industrial, B2B, etc.)
 Co-Branding (or Ingredient Branding): A Modern Way to Leverage Brand
Power
 Brand Valuation
 Marketing to Kids: Effective? Ethical?
 See the topic suggestions below; use articles and technical notes in
course as models.
Theoretical Paper – explore some fundamental theory in marketing, e.g., from domains
like psychology, sociology, anthropology, linguistics, economics, quant methods.
Examples:
 Consumption/Brand Choice as Self Expression
 Techniques of Persuasion
 Quant topics: “Choice Models”, “New Product Acceptance and Diffusion
of Innovations”, “Response Functions (Elasticity) to Allocate Marketing
Spend”
 Buzz Marketing: Theoretical Foundations (e.g., see Tipping Point)
 Combine library research with primary. For example, if you did a
consumer marketing oriented topic, you might conduct a focus group or
two among target audience.
 Models for new product development.
Primary Research Paper – do a survey or a focus group or build a model. Examples:
 Get market share and ad spend data and answer the question: Does
share-of-voice predict share-of-market changes?
 Do a survey, measure customer perceptions and make perceptual maps.
Maybe make maps by more than one technique and compare results.
 Do a market segmentation study – demonstrate “grouping methods”.
 The beauty of this type of paper is that it generates new knowledge and
even may be publishable. The customer survey could be conducted using
Internet surveys. An MBA MCFE team did an Internet survey of beer
drinking habits and managed to accumulate three hundred respondents.
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Brand Management Fall 2008:
Term Project Guidelines
Term Project Style Sheet
Term papers should be 10 pages in length plus Exhibits. Please do not exceed the 10 page limit.
One required feature of a term paper often overlooked: the paper must ultimately relate the content back
to the course with a typical final section of analysis being something to the effect of “lessons learned for
brand management.”
What do we learn about brand management overall? Which principles seem to be particularly
useful and borne out in practice? Which brand management concepts were particularly important
in the situation described in your paper? What do the findings of your paper possible add to
refining the basic theory and taking it down to ground level practice?
For example, how do a company’s successes/missteps in a particular industry serve to prove or refute or
modify basic tenets of brand management? For example, the story of Southwest Airlines indicates that it
is probably not enough simply to provide high levels of consumer benefits such as great service and
convenience, but in airlines you also need to do this very efficiently at a low cost per mile flown basis.
This would lead you to conclude, possibly, that it’s important to have “brand equity” based on a foundation
of a very attractive value proposition (an old fashion concept) for customers. I encourage you to use
some of the concepts in the course in the body of the paper as frameworks for analyzing the particular
situation described.
In general, term papers must contain description plus analysis.
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Description of a marketing situation should be clear and crisp and use data where appropriate.
For example, avoid generalizations such as: “The Gap hit a bad patch in 2001 and 2002 but now
is 18 months into a rebound where it is restoring some lost glory.” Here you need to show
relevant numbers (e.g., sales revenue, net income, share price, etc.) in order to provide evidence
for the statement.
Use data to support broad statements.
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“Reality TV is big.” (show ratings, audience size, advertising revenue)
“Price is low.” (show comparative prices)
“SoBe is an increasingly powerful factor in the soft drink market” (show market share or
sales.”
The paper should have an introduction not only to discuss the situation faced by the company in the case
study being reported, but also indicating what specifically about the case study will be of interest and will
be focused on in this particular write-up. It is also suggested, but not required, that you upfront signal
some of the lessons and conclusions that you will draw throughout the paper and in the final section. A
good introduction serves to orient the reader as to where the paper is going—this is always a good thing
to do.
A few things I have seen in papers that have impressed me:
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One paper I received on buzz marketing was essentially this – an analysis of two recent books on
buzz, adding a little bit from the readings in the course, and then the student related the experience of
a buzz marketing agency he had done an internship at. The bottom line—you can use books as a
key source and you can also incorporate primary research in terms of your own in-depth experience
or even talking to experts.
Increasingly I am seeing financial metrics included in papers. Things like the company’s share price
track record, condensed income statements, opinions from investment analysts and the like. For
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Brand Management Fall 2008:
Term Project Guidelines
example, if you did a paper on online music, and your focus were Apple iTunes, you might want to
assess the overall impact of this new product on Apple’s overall financial results. From an investor’s
standpoint, even if the business is successful, is it meaningful in terms of adding to Apple’s overall
value as a stock you’d want to purchase for your portfolio? (A good source for analyst opinions is
Investext on library electronic resource list.)
Paper Details / Specs
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Single spacing, 12 point type preferred.
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In general, use default margins as follows—right/left = 1.25”; top/bottom = 1”.
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Footnotes at bottom of page – 10 point type.
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For footnote examples – see Prof’s Notes/Chapters or case studies -- Acushnet/Titleist,
Nike, etc.
If footnote 2 is the same source as footnote 1, do this: Ibid./comma/page number/period.
Ibid., 38.
If footnote 7 is the same as footnote 3, do this:
Author’s last name, page number.
If you’ve previously cited two sources by the same author(s), add the title to the footnote:
Author(s) last name, title, page number.
Do a bibliography or references page at the end. Format this just like a footnote except include
the entire page range of an article; for a book cite the chapter(s) or pages that were most
relevant to the term paper.
Use subheads in bold. Your heading/subheading format is your choice. Whatever works.
For page numbers do this: View/ header footer/ click to footer / tab to center / click “Insert Auto
Text” then “page X of Y”
Exhibits/ graphics – where these are not too lengthy, paste into text; placing all Exhibits at paper’s
end is passé.
All graphics, charts, tables taken from literature should have attribution –i.e., Source: XXXXX.
Where a key point, opinion, fact, or quote is from a highly credible or even controversial source,
consider citing the source in the text in the text. Sources cited in text or on graphics still need to
be included in “Bibliography” or “References”.
Typing Rules 101:
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Period and colon are followed by two spaces
Comma and semi-colon followed by one space
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Brand Management Fall 2008:
Term Project Guidelines
References
The number of sources has exploded with the advent of the World Wide Web and the “search engine.”
The problem is that few web-only sources offer the depth of facts and analysis of the major business
periodicals.
So what? What this implies is that a generalized search engine like
“The Big Ten”
Google or Yahoo should be employed as an adjunct to—not a
1. Wall Street Journal
substitute for—the library search engines: Pro-Quest, Ebscohost,
2. The New York Times
Lexis Nexis, RDS Business Suite and First Search.
3. The Boston Globe
All of the above is not meant to say that Google won’t uncover some
good sources, particularly in off-beat or niche topic areas. But overall,
pound-for-pound, day-in and day-out: you can’t beat the “Big 10” for
being “in-depth” in facts and analysis—and in tapping into the best
“experts” and pundits.
Hidden Gem References
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4. BusinessWeek
5. Fortune
6. Wired
7. Business 2.0
8. Fast Company
9. Forbes
10. Economist
Investext – investment analysts often conduct excellent analyses of marketing programs;
often give firm prediction of how successful certain marketing moves will be.
Top consultants – like McKinsey, Bain, etc.
Other Babson professors also.
Choosing a Topic
“I’ve got a topic with great potential but….can I find sufficient published material to cover this is sufficient
depth?”
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This dilemma can only be solved by doing a preliminary search and skim-reading some
potential sources.
One way to add depth is to extend search into academic sources. Use academic
journals/books for “theory,” business periodicals for “practice!”
Or add non-published data/information by: talking to experts; getting company info from a
source inside/company PR office; doing a survey or building a model or getting data from
library sources like Competitive Media Reports, or Simmons or Scarborough.
Extend academic source search beyond articles to books (like a Consumer Behavior or
Brand Equity or Market Research or Quant Methods text.)
Some “trade books” have academic depth: e.g., Tipping Point. Cult Branding doesn’t have
this depth but you can add this by additional search re: cults, persuasion, tribal marketing,
etc.
If you have good descriptive information on a brand management situation—find a couple of
sources that contain analysis, or do your own analysis.
While the only absolute “requirements” are that you submit a topic by a specific date and write a paper
(individual or group), the idea is to get additional input from the professor. In turn, to do this you may
choose to take the following steps before you begin the actual researching and writing:
 Submit a 1-2 pager containing:
o Paragraph or two about the particular “angle” you will pursue on the topic. Why this
topic? What do you expect to find? What do you foresee as important “lessons learned
for Brand Management”?
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Brand Management Fall 2008:
Term Project Guidelines
 Preliminary Bibliography
o This will enable you to confirm for yourself that there is enough “stuff” out there in
published sources (or consulting experts) to support a solid research paper
o Will open the door to getting suggestions from me about additional sources.
The above is strictly optional; not doing this will not result in prejudice against your final paper.
Example Topics follow – this list keeps getting longer. Not meant to limit you.
Just examples, thought starters.
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Brand Management Fall 2008:
Term Project Guidelines
Idea Starter – Examples of Term Project Topics¥
When The Buzz Turns Ugly -- Buzz—in the form of word-of-mouth, media publicity, celebrity
endorsements, etc.—is touted as an inexpensive and effective way to create brand awareness and
favorable attitudes. But what happens when the company experiences bad buzz. The examples from the
last few years are legion:
Martha Stewart an icon for many, is accused of insider trading, a charge that is later reduced to
obstruction of justice. But, Martha Stewart is the brand. How much will the brand be damaged? Will
customers defect? Will shareholders lose value? (This topic has evolved since I wrote the above !)
Volkswagen of America which is riding high from new products that have fueled strong sales growth over
the last fifteen years, experiences a widespread problem with ignition coils in its cars. VW refuses to
announce a recall, customers start to protest in various ways, and bad buzz hits the newspapers and
other media. Has the brand been damaged?
Disney experiences bad buzz due to problems at ABC Network, criticisms of CEO Michael Eisner, and
reduced earnings.
In January 2003, a Babson College student establishes a travel company which is exposed as nothing
but a shell. Business 2.0 anoints the event as one of the “101 Dumbest Moments” in ’03. Many other
colleges are experiencing a bad buzz due to problems with student partying, fraternity hazing, and
pressurized atmosphere that stresses the students to the point of breaking. But colleges are not big
marketing organizations with large PR Departments. How can they be prepared to handle bad publicity?
Abercrombie and Fitch has actually grown the brand through promoting an edgy image. The most visible
example of this is its quarterly catalogs which have been designed to feature teens and 20 something’s in
risqué situations. In the Fall of 2003, protest against this tactic rises to such a level that A&F decides to
remove all of the Fall catalogs from its stores.
There are many more examples of organizations—and individuals—hitting a patch of very bad publicity.
Is all PR good PR because it gets the name out and makes the company top of mind? Or is bad buzz a
problem for brand equity? How do you prevent it? Perhaps more important, what’s the proper response
once it happens? Why does going to the edge seem to be a sign of the times?
Traditional Media Under Attack -- During the dot-com boom the word was that traditional media was
dead because marketers would use the Internet to communicate with consumers one-to-one. This
prediction doesn’t seem to have played out. Yet, traditional media is still said to be facing problems of
audience fragmentation—there are hundreds of TV channels—and the specter of TIVO, Zapping and
channel surfing. One of the most visible responses to this is the big push now on for things like
sponsorships and product placement in TV shows and movies. Is the threat facing traditional media real?
What are the facts? What is happening? How are companies’ responding and is it enough? How will the
media landscape change over the next ten years? (Hint: see Vanishing Mass Market article on
Blackboard \Course Docs\ Misc. Articles).
Marketing Metrics -- Marketing is so expensive and risky that companies are trying to push marketing
closer and closer to being a science. Marketer’s are attempting to build models of the marketplace that
take data and produce better decisions about all aspects of the marketing mix—who to target, how much
to spend, what price to charge, the size of discounts, etc. Marketing is being asked by CFO’s to justify
large amounts of marketing spend. The word is that marketing needs to support its spending with solid
evidence that there is tangible payback—increased market share, brand equity and shareholder value.
¥
I like this list because it gives you many more thought starters than I could pull out of the air in class. I
dislike this list because it may be misinterpreted as all-inclusive (it’s far from that), or as a menu from
which you must pick a paper theme (no, non, nyet!) Just examples of the broad scope of topics that fit
the course.
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Term Project Guidelines
Consultancies, academics and market research companies are striving to meet this challenge. What is
happening? How have they done? What are some of the new data driven models that are really
working?
Search Engine Optimization: Search and how to manipulate it, is in the news a lot these days. Paid
search is also out there. What do brand managers need to know about this? When do SEO tactics veer
toward the sleazy and unethical? Will there be a backlash from consumers?
Krispy Kreme—why did the bottom drop out of this once-hot brand? Are these guys in trouble?
Shareholders are not happy with KK management. What happened? Financial analysis will be required
for this topic.
Cola Wars Revisited -- Business Week’s December 20, ’04 cover article sounds an ominous tone for
Coke. It’s still the biggest global brand in the Interbrand list, but brand value has been declining.
Branded Entertainment (BE) —This is the latest term for “product placement” or “branded content” and
it’s taking the marketing world by storm. Is this effective and efficient? Aren’t there big risks to this?
Don’t marketers lose control? One agent said that Coke’s placement in American Idol could be worth
anywhere from $2m to $20m—this says that evaluating the cost-effectiveness of BE is very difficult. Horn
Library has a new DVD (“Branded Entertainment”) of a recent BE conference—the presentation by Rich
Stoddart of Ford is excellent.
Strategic Umbrella of Brand Management—one way to achieve sustainable brand dominance is to take
out your competitors by acquisition or even co-marketing alliances. Recently, Sprint buys Nextel, AT&T
and Cingular combine, Oracle gobbles up Peoplesoft, Daimler buys Chrysler and the list goes on. What
are the theoretical and practical reasons acquire competitors? Is bigger always better?
Upheaval in Airlines—the low-cost carriers (LCCs) are winning (Southwest, Jet Blue, Air Tran, American
West, etc.) The old majors are responding—e.g., Delta’s new LCC, Song. Look at the industry as a
whole or focus on a brand.
Reduced Carb Diet/Atkins Theory -- The “low carb prescription” appears to have caught on like wildfire
in the United States. From all of the noise being made, low-carb seems to be a big thing across all
sectors of the food industry—prepared food makers like Kraft, restaurants and deli’s, breads and pastry’s,
and even whole food purveyors like meats and fruits and veggies. My own local no-name fast-casual
takeout place devotes a half page of a six page menu to low-carb alternatives.
Isn’t the Atkins Diet an old idea that seems to have reached the tipping point of mass adoption? If so,
how did this come about? What are the implications for food marketers?
Subway has a whole line of sandwiches that are co-branded: “Atkins approved.” How did Subway adapt
to the trend so quickly? How much emphasis are they placing on low-carb versus their original
positioning as low-fat? Is low-carb a fad or here to stay?
Mythmaking -- Advertising imagery is said to have a visceral appeal to the consumer because ads
invoke some of our most deeply felt myths. Is understanding more about mythology helpful for building
“brand personality?” Don’t attempt this paper unless you’ve studied myths in past education.
Finance Jock Topic: Brands on the Balance Sheet
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Janice Revell, “Goodwill Hunting,” Fortune, 2 April 2001, 172.
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Refers to FASB Change in mid 2001—what do marketers need to know?
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Says that the proposed accounting changes which would increase the bottom line will unleash a flurry of
merger activity (this affects “brand strategy”!). The books of many companies will get a major makeover.
Goodwill is the residual of the price paid for a company over “the value of its net assets, such as factories
and inventory.” Goodwill “represents such intangibles as a well-known brand name or a loyal customer
base.” The amount can be sizeable because Morgan Stanley estimates that the $10.5b General Mills is
paying to acquire Pillsbury 79% or $8.2b is attributable to good will.
Two ways to handle this:
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“Purchase” accounting, the most common, the $8.2b must be amortized over several years which
in General Mills case is $200m annually.
In “pooling” accounting, companies ignore good will entirely but this rule comes with rules so
restrictive that few opt for it. “The proposed changes would eliminate pooling and would change
purchase method ‘so that good will amortization becomes a non-issue.’” This will improve the
books of companies on both sides of M&A market. Now you can buy a company “without
worrying that the goodwill will scare the bottom line for years to come. As for targets, any
company that’s writing off good will from past purchases will be able to erase the annual charge
to earnings.”
But Anthony Ferrugia, an analyst with A.G. Edwards says: “Any good analyst shouldn’t be
bothered with amortization. Cash is what’s happening.” The article says that some dismiss the
proposed changes as purely cosmetic because amortization is a bookkeeping charge that doesn’t
affect the company’s cash flow or “real earnings.” But Gary Posternack, an investment banker at
Lehman Brothers says: “This is enormous from a mergers and acquisitions perspective. We are
revisiting deals that were disregarded on the basis of their being too dilutive [to earnings].”
Mario Gabelli of Gabelli Asset Management says: “CEO’s don’t to get on a conference call and
tell the world, ‘Hey, this is a great acquisition we’re going to dilute earnings $.20/share,’ because
momentum investors and analysts will just bleep all over their stock.” Fortune went on to identify
a few companies that would benefit from the proposed rule changes. Cacheflow (CFLO) stock
has dropped from 161 to 5 but tremendous goodwill charges will disappear.
Cinergy (CIN) a low cost producer that will be a merger candidate in the next wave of consolidation
sweeping the utilities industry.
Cambrex (CBM) insert the chart from this article in the valuation file.
What a Difference a Rule Makes:
How 2000 earnings would look under the proposed changes
JDS Uniphase
Veritas Software
Clear Channel
Coca-Cola Enterprises
Allied Waste Industries
Raytheon
Intangibles as
percentage of total
assets
85%
76%
71%
64%
55%
50%
2000 earnings per
share
Increase under new
rules*
$0.41
$0.60
$0.57
$0.50
$0.86
$1.46
99%
102%
183%
495%
50%
69%
Source: Janice Revell, “Goodwill Hunting,” Fortune, 4/2/01, 172.
What is “cool” And How can/do marketers use this to create brand associations?
What makes stuff cool?
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Are there cool-factories (e.g., Dutch company that invented Big Brother? Producers in music, TV,
movie studios? Everyone at MTV.)
How do marketers channel cool? Cultural scanning? Vertically integrate? Use ad agency?
Take a current example of cool and dig in. After in-depth description – inductively uncover the
underlying “principles”
Take common elements of “what’s going to be cool” rock bands in Rolling Stone, and track for a
number of these the career trajectory. How often is the act a one-hit wonder? Track the latest and
greatest movie stars. How many favorites last, how many burn like roman candles?
How can marketers tie into cool before the “trend” disappears?
What is “coolhunting” (see Malcolm Gladwell “Coolhunting” article on gladwell.com).
The Excesses of Branding/ Brands as a Blight on Society -- Naomi Klein’s No Logo and Eric
Schlosser’s Fast Food Nation signaled a new wave of social activism, i.e., questioning and criticizing
marketing practices. A brand new book – Branded – promises to keep the movement alive (Klein also
has a follow-up: No Fences). All of these owe a debt to Vance Packard’s Hidden Persuaders (1957) –
and don’t forget Ralph Nader’s Unsafe at Any Speed about the GM Corvair. Shift.com has an excellent
diatribe on the topic. But in all of this the question remains: how does business harmonize social
consciousness with profits/shareholder value? Do these authors offer solutions? Can you? Do some
reading and reflecting and write a good old-fashioned term paper. I believe that a really good one would
be publishable. [More books: Culture Jamming (Lasn), Branded (Quart); there are movies too.]
Customer Relationship Management -- Is this basically having a huge database and mining this for
customer habits and tendencies and behavioral patterns (e.g., do they buy only “on deal”? Are they
brand loyal? Are they “heavy users” or only occasional?)? What is CRM? Does it work? Does it pay
back the IT and customer service investment? Why do some critics say that overall customer service is
still bad? What modeling approaches have been developed to do data-mining/discover patterns? I
believe that our own math teachers – Allen and Reilly – know quite a bit about this.
Fads and Raves -- Just when we hear that society is in a post-industrial malaise – innovation is down,
customers are bored – something new appears that seems novel and catches a buzz. Examples abound
like reality TV and the Sopranos and Pokemon and Harry Potter and Lord of the Rings. And the
Simpsons keeps going and going after a decade – a phenomenon that has defied predicted wear-out.
Analyze one or more of these trends from a sociological standpoint. What societal-cultural undercurrents
are being captured and exploited? Pop culture writers will give you a start and may point you to
investigating deeper, more fundamental explanations. Marketers and ad agencies are employing trendspotters. What are these trends all about? Is there a reliable way to identify and tap these for the benefit
of the brand?
The theory of postmodernism talks of the importance of tribes (new name for reference groups) and
“tribal marketing.” Another term is “building community.” The most famous example is Harley Davidson’s
HOG (Harley Owners Group). Another is LOMO (see Shift.com) and there are many more. What’s the
theory, how does this impact on practice? Do tribes just arise serendipitously or do marketers engineer
the process? (See me for more references; this is related to “Buzz” – read articles in the course. Bernard
Cova is a leading academic source – see “Tribal Marketing” on Blackboard.
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Saturn – a brand hailed as a huge breakthrough for stodgy General Motors. What’s happened since the
glory days of mid-90s? Did GM bureaucracy force the upstart, prodigal division back into the
conservative corporate fold? Or was Saturn always a brand with a great idea, but no profits? What are
plans for revival? The new Ion? A new SUV? Will the comeback succeed?
HP/Compaq: On August 12th 2003, HP’s up-until-recently-embattled CEO, Carly Fiorina, made a
presentation in New York unveiling no less than 158 new products. These will be launched in Fall ’03
supported by a $300 million ad budget.
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Has Ms. Fiorina’s long fight to combine HP and Compaq been won? HP dares to compete with Sony,
Dell, Microsoft and Oracle—will it succeed? Is Carly Fiorina in the same league as Bill Gates,
Michael Dell and Steve Jobs? What was her “vision”?
Reality TV: I have a nasty confession – I have actually turned off PBS and Larry King and NESN to
become enthralled with the likes of Survivor, Temptation Island, Joe Millionaire and Queer Eye. And
apparently I’m not alone. Why? What do social pundits say? Sociologists? Psychologists?
Anthropologists?
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Why do these shows appeal?
This programming is helping one-way TV hold it’s own against interactive media. What’s the
story?
What’s the marketing significance? Cultural significance? How can marketers identify emerging
cultural trends/fads? How can they predict which will take off?
Do a similar marketing/ “cultural analysis” of other recent phenoms: Harry Potter, Osborne’s,
Pokemon, American Idol, etc
Amazon, Yahoo, Google, e-Bay: pick one, write a case study updating to the present and future
outlook. Currently in Search there is predicted to be a 3-way battle among Yahoo, Google, and Microsoft.
Clementine and Marketing: how does this data-mining technique work? Apply this to a marketing
problem.
Disney and Pixar: Is Steve Jobs upset that Michael Eisner drove such a hard bargain in the original
agreement – e.g., Toy Story sequels don’t count toward Pixar commitment. Should Pixar walk or does
Jobs still need Disney’s marketing muscle? What are lessons learned for managing “strategic alliances”?
Killer App: See Business Week 8-18-03. Will hi-tech rebound? Must it discover the next Killer App? Is
this KA visible yet—waiting in the wings?
Microsoft: Does anyone like the company from Redmond, WA? Will the EU be tougher than the US
government? If so, will it even matter? Having a worldwide PC platform has advantages for everyone.
Still, monopolies are said to hinder small companies with better ideas. Can anyone actually document a
better idea that was kept out of the market by Microsoft treachery? Andy Grove said: “Only the paranoid
survive,” but have Gates and Ballmer gone too far?
Will history conclude that Microsoft dominance was a good or bad thing?
Auto Market: Many stories out there – e.g., did Daimler-Benz make a big mistake in acquiring Chrysler?
Toyota seems like the big kahuna – can anybody touch them? Those Mini Cooper’s are cute but does
this really build the overall BMW brand franchise?
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Is Nissan a sleeper? Etc.
Movie Biz: Why is success so volatile in this business? When star-laden flicks bomb and “Greek
Wedding” makes profits, how can anyone make sense of this business?
Boston Red Sox: What’s the business model? How do you make money in baseball? Is winning
everything? Is the new management strong? Is there a “curse”? Why does the “evil empire” seem to
always win? Does the brand depend on winning, or is it deeper than this?
Apple iTunes: Great idea? Big success? Will it save the company whose PC market share is 3%? Will
iTunes be profitable? Competitors are coming—Roxio will re-launch Napster name—is Apple lead
sustainable? Will prosecuting individual file-sharers (like “college kids”) be effective against the Kazaa’s?
Is Steve Jobs a genius? Or is iTunes’ good press more hype than substance?
Retail Brands in the news: Ikea, H&M, Anthropologie, Kohl’s, etc. What innovative thinking is
demonstrated? How do new retailers build an enduring brand?
Brand Control: Hackers start a community around Lego Mindstorms. Then they infringe on the
trademark. At first Lego loves it but then they have second thoughts. When can you lose control of your
brand? What to do?
Real Options: How can this be applied to brand marketing? For example, can real options be used to
evaluate whether a new product should be launched as a new brand (more unique, more expensive)
versus a brand extension?
Eminem: Try analyzing Marshall Mathers’ success in a historical context: the role of rebels, bad boys,
iconoclasts.




Do these folks do more than just generate controversy? Or are they seers whose role is to open eyes
to societal injustices and dysfunctions and hypocrisies?
Even if they are—what about Eminem? Should he be regarded with the same reverence as past
rebels like Allen Ginsberg, Bob Dylan, Jean-Paul Sartre, John Lennon (add to the list!)?
Remember, pornography is not pornography if it can be seen as having “socially redeeming” themes
and purpose. Does Eminem’s art qualify as “socially redeeming”? If not, what’s the difference
between John Lennon and Eminem? What does all this say about society? The changing of
generations?
Does any of this apply to marketers who are trying to create hip contemporary imagery for their
brand?
Lucent Technologies: this once-proud spin-off from AT&T has been fighting for survival. The word was
that Lucent bet wrong on wireless technology and suffered accordingly. A case study on Lucent could be
built around a theme of how precarious hi-tech marketing is given the volatile nature of technology itself.
On-Line Groceries: do a case on the failures (Webvan, Streamline, and Kosmo) and the survivors.
Blogs, Chatrooms, Networking sites –are these new tools for marketers?
Generational Marketing – you probably have taken note that generational tags are being thrown around
today in the press. The baby boomers are aging and getting nostalgic. Gen X’ers are cynical and were
once called Slackers and led the dot.com revolution; and Gen Y are those 7-25, a larger generation than
the X’ers, and potentially extremely important to marketers. The generational theory is that entire
generations are stamped with some common attitudes that differ from other generations and that endure
over a lifetime. For example, it is said that Nike’s historic emphasis on team sports like basketball, does
not have the appeal with the Gen Y crowd that it did with the Boomers. As a result, it is said, Nike is
pursuing more involvement in extreme sports like snowboarding and skateboarding and hang-gliding. As
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you can see, generational marketing would not only make a good term project it would also come in
handy in understanding your kids.
New Media – in the old days, media was basically TV, radio, newspaper, magazine, and outdoor
(billboards). Today there is a plethora of new media available, including the Internet, and additional new
promotional methods appear to be popping up almost weekly. The two most recent I can think of are
elevator advertising and companies doing product placements in another company’s advertisement. A
Toyota Matrix ad features a guy holding a Sony Vaio laptop. New media is said to spring up because the
old are becoming less effective. Is this true? Are new media a panacea considering that spreading your
bucks over more and more vehicles may lead to fragmentation and inconsistency? In order to better
manage the media planning process, what do marketers need to know?
Technology brands – brand equity connotes a certain stability of company performance, but most
technology companies are anything but stable. Does brand equity even apply to technology marketers?
Or is the industry basically driven by technology life cycles, or the risky business of coming up with the
latest and greatest? The Interbrand list places Intel with a huge brand value. Does Intel have brand
equity or has it simply managed to monopolize a huge, crucial tech market? Or are the two phenomena
the same thing?
Building a buzz – read the books, Tipping Point and The Anatomy of Buzz and go from there. Maybe do
a case study on buzz building in a particular industry like cars or movies.
Street marketing (often related to buzz) – what is this, who does it and how is it done? Is it a reliable
and dependable marketing tactic? Isn’t this just a risky form of manipulation? Maybe find and talk to an
agency or two that does street marketing/ buzz building.
Locate some agencies in Street Marketing/Buzz and talk to them.
Advertising agency – how does it differentiate itself. Does an agency–as–brand stand for anything?
How do ad agencies tangibilize and “package” their “creative philosophy?” Does making great ads (like
Nike) necessarily require you take on more risk? How do agency’s hand-hold clients to make them feel
more comfortable with such risk?
Fault lines in the Marketer-Ad Agency relationship: why don’t clients and agencies get along? Why
do they seem to choose divorce or patching-up the relationship?
EMC, Cisco, Sun, Intel, Motorola, Nokia – some of the great names in technology. They’ve all taken
hits unforeseen three years ago. Has “brand” helped them weather the storms? Are they coming back?
How? (Choose one – or more – of these)
Apple -- this was an icon brand and still apparently has some diehard customers. Does Apple still have
a viable value proposition for the PC user? Will it survive? Has Steve Jobs redeemed himself after
getting fired by John Sculley in the 80s?
Nike’s origins were totally admirable – a group of runners trying to make products to help fellow runners
perform better. Nike’s origins, in the competitive world of track and field, translated into an aggressive inyour-face business style that matched America’s aspirations and was admired for a long while. Now,
there are many who feel that Nike needs to exude less raw capitalism and needs to have more concern
for the social consequences of what it does. Should Nike listen up and change its ways? Or should it
simply follow the capitalistic idea of profits and shareholder value. Could questions about Nike’s role as a
“corporate citizen” actually hurt its business?
Southwest Airlines has been the most consistent brand in the airline industry over the last twenty years.
What’s the secret of success? Now with legendary CEO Herb Kelleher stepping down, will Southwest
have a more difficult time of repeating this performance over the next twenty years? How can Southwest
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keep the brand flying high when competitors have mostly decoded its success formula? Expand the
paper to low-cost carriers including Jet Blue and Air Tran.
Choose a local brand and write a case study about how it has built and maintained brand equity. The
brand could be consumer or technology, product or service, profit or non-profit, etc. You could even
choose something artsy like Aerosmith or Fast Company Magazine. Ok, if you really love “this place” so
much, I invite you to do a paper on Babson College. Beginning with the ever interesting Roger Babson
himself, I understand that the school’s history is fairly engaging (as school histories go).
Selected local brands in the Globe 100:

Allmerica Financial Corp., Analog Devices, Analogic Corp., Biogen, Inc., BJ’s Wholesale Club, Inc.,
Boston Acoustics, Inc., Boston Beer Co., (class A), Clean Harbors, Inc., Designs, Inc., Genzyme
Corp., General Division, Gillette Co., Haemonetics Corp., J. Jill Group, Kronos Inc., Millipore Corp.,
Netegrity Inc., Reebok International Ltd., Talbots Inc., Thermo Electron Corp., TJX Cos., Tweeter
Home Entertainment Group, Waters Corp., Yankee Candle Co., Staples Inc., State Street Corp.,
Steinway Musical Instruments Inc., Stride Rite Corp.,
Amazon – to many consumers, this is an absolutely great brand that offers a tremendous amount of
value. For me there is no easier, more reliable way to locate and buy books – even videos and CD’s –
than Amazon.com. But, Amazon has lost a tremendous amount of money, its market cap is way down
from the glory days, and analysts continue to whisper about the precariousness of its very survival. Using
a financial hat, among others, analyze what the truth is behind Amazon. How close is it to complete
disaster? What is the company doing to turn this around? Is the idea of being much more than a great
bookstore an achievable goal? When will Amazon be able to determine whether success is imminent or
impossible?
Trendy brands – take for example some of the new cosmetics brands like MAC, Kiehl, Aveda, and so
forth. Are these companies designed to make it big on a fad, and then harvest the business and fade
away? Or do they aspire to grow into something large and sustainable? Estee Lauder recently bought
about four or five of these brands, this apparently to expand the demographics it sells to. Cosmetics is
just one example. Trendy hits many categories – toys, cars -- even PDAs? -- What are the unique
challenges and rewards in launching a trendy brand?
McDonalds – a recent Business Week article “Fallen Arches” sounds a very ominous tone about
McDonalds. The word is that Wendy’s and even Burger King are getting much higher consumer
satisfaction numbers at the point of purchase. Still, McDonalds is ubiquitous and typically hooks us with
emotional advertising and catchy jingles. For months, I walked down the street whistling about how I
really deserved a break today. Has McDonald’s reached a point where its problems are not solvable – at
least within the current corporate culture? To do a proper job on this paper you will have to interview a
McDonald’s store manager or two.
e-branding – what did we learn about branding from the Internet bubble’s fast rise and its crash? What
basic marketing and business principles were ignored by e-businesses. What new marketing tools and
rules were created by these aggressive upstart ventures? What’s the outlook for the future?
Staples – a local company that just posted (5-22-02), strong first quarter results, But aren’t office supplies
a commodity? Can a rational person see differences between Staples, Office Depot, Office Max – or
even the local stationery store? Is Staples comeback for real?
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Brand Management Fall 2008:
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An Older List: Possible Term Project Topics
Topics
Description
Snapple
Brand history from entrepreneurial to Triarc to Quaker to
Cadbury. Lessons learned about branding. Was Snapple a
“fad” brand?
This connotes: increasing share-of-customer, ongoing
communication, customizing offerings, high customer loyalty
because switching cost is high. Supported by database, data
mining. Internet facilitates eCRM. What is new in all this. Cite
at least three case studies. Old CRM = frequent flyer/airline
clubs, catalogs, direct mail as reminder or cross-selling device.
Comparative analysis of brand companies using shareholder
value. DuPont model, economic value added. Who’s winning,
who’s losing? What strategies are performing better? E.g., Nike
vs. Reebok, Coke vs. Pepsi, P&G vs. Colgate, etc. Do financial
models fully value strong brands?
Do a brand equity audit among Babson community. Do an
Internet survey; analyze data.
Theoretical: What is business moral obligation to society?
What theories of ethics apply? Practical: can social activists
hurt my brand? Examples: Nike (sweatshops), Calvin Klein
(sexy, heroine-chic ads), Procter & Gamble (Satanism), Uptown
and Dakota cigarettes. What to do? Source: No Logo by
Naomi Klein
Who is succeeding? Why? Is B2C e-biz a bust? Why?
Reference: “Strategy and the Internet” by Mike Porter in
Harvard Business Review.
MyPoints.com, Iwon.com, etc. Status, update. How do
schemes work? What do brand managers need to know.
Update Harvard case study on this great, iconic Boston ad
agency.
Case study. How did Lego adapt to an electronics toy
environment.
Popularized by HBR article. Means intercepting consumers by
wireless very near to when they will buy, e.g., Starbucks coupon
when person drives into range of the store. When will this
takeoff? What will it mean?
Non-traditional media are said to do well at building a buzz:
movie placements, sports sponsorship, event sponsorship,
street marketing. But how do you do the trade-off with regular
media—how do you compare regular and NT on reach,
frequency, CPMs? See BMW Z3 case in this course.
Building female communities. Is this a good business? What
have we learned?
“Planners” work for ad agencies. They do market research –
usually in-depth, qualitative research – and feedback key
consumer insights to advertising creatives. “Planning”
originated in Britain where advertising is. Considered to be
more artistic and emotional, less hard sell. Apparently the
process has been adopted in the U.S. Has it? Why? What’s it
all about? “Got Milk” is said to be one of planning’s great
successes; what are others? Reference: See Jon Steale.
MTV is 20 years old, ever controversial, always innovative.
Customer relationship
management
Financial view of branding
Brand Equity measurement
Social Context
e-Branding
e-Promotion
Arnold Communications
Lego
Contextual Marketing
NT Media
iVillage & Oxygen
Account planning
MTV
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Trends, Fads, Fave Raves
Nike
Reebok
Virgin Group
Automobile brands
Harley Davidson
Retailing Brands
Nokia
Microsoft
Does MTV give advertisers “instant buzz?” Is it a “must
medium” for teen products? Has MTV gone global? Is it worn
out?
Do a case study on a “Hot Trend”: drill down into the underlying
environmental conditions (social, cultural, demographic,
economic, technological) and human psychological needs that
provided fertile soil for the trend to grow. Can marketers predict
these things in advance? Or are these things inherently
unpredictable? Is trend spotting important for all brand
marketers or just for those aiming at kids or teens? Examples:
Millionaire, Reality TV, Beanie Babies, Harry Potter, Pokemon,
Rap Music.
The most successful and controversial brand of the past two
decades. How does “edgy and risky” equal “relevant?” Does
Nike need more brand management basics? Has Nike become
what Phil Knight feared: a fashion brand? Are the “seven
dwarfs” (Adidas, Reebok, Sketchers, Doc Martins, Vans, LA
Gear, etc.) due for a comeback? Has Nike been successful
globally? What’s the outlook.
Local company, beat down by Nike, is getting buzz. They’ve
signed deals with NFL and NBA. Have they solved their
problems? Does Reebok have major “traction” and the big mo’?
Virgin, headed by the legendary and charismatic Richard
Branson, signaled the power of leveraging a brand. Virgin
expanded into lots of new market spaces, on the one hand
unrelated, and on the other hand bound together by an umbrella
brand exuding a strong, contemporary set of brand values. How
has this grand experiment worked out? What did we learn from
Virgin? Did the company stretch a name successfully? Is it a
model for a future where some say corporate brands will rule?
There are some in-depth case studies in Harvard and ECCH to
mine for “deep background.”
Cars offer the perfect balance of rational vs. emotional in
branding: Choose an auto brand and trace its path to its current
status. How has the marquee built or destroyed brand equity?
What are the challenges going forward? Some seed examples:
A tremendous turnaround story – and great for America’s ego.
How did Harley do it? Have shareholders been rewarded? Is
the buzz justified? Sustainable?
The problem with fashion retailing is that “fashion” is volatile.
What’s in this year may be out, next. And it seems that premium
innovators spawn copycat followers who attack from below
(meaning similar styles offered cheaper). Do a paper on the
category or segment, or a single retailer: e.g., Abercrombie,
Gap, Ralph Lauren, Liz Claiborne, Tommy Hilfiger, etc.
Choose another retail arena: Home Depot, fast-food,
department stores, etc.
Big brand out of Finland. How did Nokia beat back Motorola
and Ericsson to win the race? Are shareholders happy? Is this
brand sustainable?
Lots has been written. Take any angle you want. Possible tack:
Do primary research (interviews, survey, one-on-ones, and
focus group) on MS. Is this a brand where consumer attitudes
and behavior diverge, i.e., the “favorite brand you dislike”? Do
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Brand Management Fall 2008:
Term Project Guidelines
Branding as depicted in the arts
Sony
iTV
Street marketing, stealth
marketing, guerilla
marketing, ambush
marketing, viral marketing
Origins of “Pop Culture”
Permission Marketing
customers perceive the monopoly? Do they see advantages or
disadvantages? Second idea; From the thousands of pages of
transcripts from antitrust case, we potentially learn a lot about
what makes Microsoft tick. What did we learn? What can other
brand marketers take away? (Certainly, there is a lot to learn
about marketing warfare and how success here can help and
hurt a brand.)
How have artists (e.g., literature, film) and philosophers treated
brands – as an essential, normal part of life? As a plague on
society? As a device to reveal character (e.g., Ian Fleming’s
James Bond)? As evidence of greed and materialism? A
replacement for religion? The next step prior total moral
abdication (American Psycho)? As “familiar friends” that we
remember fondly from childhood (e.g., piling into the old Ford
Fairlane to go to the lake)? What do we learn from seeing
branding through eyes that have been tuned to deeper
perceptions? Do brands give meaning to life? Is this ok?
This brand has been cited as one of the leading “lifetime” brands
among Americans (Harris poll 2002). But has also been cited as
being stretched too far across product categories and
price/quality tiers. Does Sony have a brand architecture
problem – e.g., are sub-brands like PlayStation and Vaio
handled well in Sony’s scheme? Does Sony have a strong
“brand personality” (like say, Nike)? Does it need one?
Interactive TV has held a promise that to date has not been
fulfilled. Every marketer’s dream is to have viewers see a
commercial, then click on it to buy it or get more info. What are
other applications? Is iTV coming? When? What will it mean?
Do all these great buzz words mean the same thing? What do
they mean? Define and give examples. When Jerome
McCarthy coined the idea of 4Ps in the 60s, he never could
have anticipated how the “mix” has been expanded today.
Pop culture is important to marketers because it signals what
symbols, celebrities, ideas, aesthetic styles (e.g., retro, grunge,
heroin chic), street language, and lifestyle associations (extreme
sports) will give the brand’s communications relevance. Define
pop culture. Is it a new concept? Did Andy Warhol invent pop
culture? Did Ben Franklin perceive a pop culture? Can it be
decoded for exploitation by marketers? How? Are there risks?
Seth Godin’s 1998 book is still challenging and relevant.
Companies like YesMail.com have made a business of PM.
What’s the status? What do brand managers need to know?
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Brand Management / Brand Equity – Recent Books
Last Name
Aaker
Year
1991
Aaker
1996
Aaker
1998
Aaker
2004
Aaker and
Joachimsthaler
Bedbury,
Fenichell
2000
Blackwell,
Stephan
Carpenter
2004
Chilton, Simmons
2004
Cowen
1998
Cristol, Sealey
2000
D’Alessandro
2001
Davis
2000
Davis
2001
de Chernatoy,
McDonald
2003
Donaton
2004
Dru
2002
Dyer, Dalzell,
Olegario
2004
Farrell
1997
Gladwell
2000
Gobé
2001

2002
2000
Full Citation
David A. Aaker, Managing Brand Equity, NYC: Free Press,
1991.
David A. Aaker, Building Strong Brands, NYC: Free Press,
1996
David A. Aaker, Strategic Market Management; 5th Edition.”
NY: John Wiley & Sons, Inc.
David A. Aaker, Brand Portfolio Strategy: Creating
Relevance, Differentiation, Energy, Leverage and Clarity.
NYC: Free Press, 2004.
David Aaker and Erich Joachimsthaler, Brand Leadership
NYC: Free Press, 2000.
Scott Bedbury with Stephen Fenichell, A New Brand World: 8
Principles for Achieving Brand Leadership in the 21st
Century. NYC: Viking, 2002.
Roger Blackwell and Tina Stephan, Brands That Rock.
Hoboken, New Jersey. John Wiley & Sons, 2004.
Phil Carpenter, eBrands: Building an Internet Business at
Breakneck Speed, Boston: Harvard Business School Press,
2000.
Rita Chilton and John Simmons, Brands and Branding. UK:
Economist/Profile, 2004.
Tyler Cowem, In Praise of Commercial Culture. Cambridge,
Ma. Harvard University Press, 1998.
Steven Cristol and Peter Sealey, Simplicity Marketing: End
Brand Complexity, Clutter, and Confusion. NY: The Free
Press, 2000.
David F. D’Alessandro, Brand Warfare: 10 Rules for Building
the Killer Brand. New York: McGraw-Hill, 2001.
Scott M. Davis, Brand Asset Management: Driving Profitable
Growth Through Your Brands. San Francisco, CA: JosseyBass (A Wiley Company), 2000.
Bob Davis, Speed is Life: Street Smart Lessons from the
Front Lines of Business. NYC: Currency/Doubleday, 2001.
Leslie de Chernatoy and Malcolm McDonald, Creating Powerful
Brands. 3rd Edition, Oxford: Elsevier/Butterworth Heinemann,
2003 (first pub., 1992).
Scott Donaton, Madison & Vine: Why the Entertainment and
Advertising Industries Must Converge to Survive. New York:
McGraw-Hill, 2004.
Jean-Marie Dru, Beyond Disruption : Changing the Rules in
the Marketplace. New York: John Wiley & Sons, 2002.
Davis Dyer, Frederick Dalzell, Rowena Olegario, Rising Tide
Lessons from 165 Years of Brand Building at Proctor &
Gamble. Boston, Ma: Harvard Business School Press, 2004.
Winslow Farrell, How Hits Happen: Forecasting Predictability
in a Chaotic Marketplace. Harper Business, 1997.
Malcolm Gladwell, The Tipping Point: How Little Things Can
Make a Big Difference. NY: Little, Brown and Company, 2000.
Marc Gobé, Emotional Branding: The New Paradigm for
Brand_eq / Citations /Brand Management Library List.doc; Revised January 2005.
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Connecting Brands to People. New York, New York. Allworth
Press, 2001.
Brand Management / Brand Equity – Recent Books, Cont’d
Last Name
Goldman, Papson
Year
1998
Hill, Rifkin
1999
Holt
2004
Ind
1993
Ind
2001
Godin
2003
Gottlieb, Jacobs
2002
Johnson, Learned
2004
Kapferer
1997
Kapferer
2000
Kaplan
2002
Katz
1994
Keller
2002
Keller, Berry
2003
Kilbourne
Klein
1999
1999
Koehn
1995
Knapp
2000
Lanham
2002
Lasn
2000
Full Citation
Robert Goldman and Stephen Papson, Nike Culture: The Sign
of the Swoosh. Thousand Oaks, CA: Sage Publications, 1998.
Sam Hill and Glenn Rifkin, Radical Marketing: From Harvard to
Harley, Lessons from Ten that Broke the Rules and Made it
Big. Harper Business, 1999.
Douglas Holt, How Brands become Icons: the Principles of
Cultural Branding. Boston: Harvard Business School
Publishing, 2004.
Nicholas Ind, Great Advertising Campaigns Goals and
Accomplishments. Lincolnwood, Illinois. NTC Business Books,
1993.
Nicholas Ind, Living The Brand: How to Transform Every
Member of Your Organization into a Brand Champion. Dover,
NH: Kogan Page, 2001.
Seth Godin, Purple Cow Transform Your Business by Being
Remarkable. NY: Portfolio, 2003.
Lori Gottlieb and Jesse Jacobs, Inside the Cult of Kibu and
Other Tales of the Millennial Gold Rush, Perseus
Publishing/Perseus Books, 2002
Lisa Johnson and Andrea Learned, Don’t Think Pink: What
Really Makes Women Buy. NYC: AMACOM Books, 2004.
Jean-Noël Kapferer, Strategic Brand Management. Dover, NH.
Kogan Page, 1997
Jean-Noel Kapferer, Reinventing the Brand: Can Top Brands
Survive the New Market Realities? London (England)/Milford
CT: Kogan Page, 2000.
Philip J. Kaplan, F’D Companies: Spectacular Dot-Com
Flameouts. NYC: Simon & Schuster, 2002.
Donald Katz, Just Do It: the Nike Spirit in the Corporate
World, Holbrook MA: Adams Publishing, 1994.
Kevin Lane Keller, Strategic Brand Management: Building,
Measuring and Managing Brand Equity, (2nd Edition), Upper
Saddle River NJ: Prentice Hall, 2002. (1st Edition was 1998)
Ed Keller and John Berry, (One American in ten tells the other
nine how to vote, where to eat, and what to buy. They are
“The Influentials”. New York City: The Free Press, 2003.
Jean Kilbourne, Can’t Buy My Love. NYC: Touchstone, 1999.
Naomi Klein, No Logo: Taking Aim at the Brand Bullies, NYC:
Picador/St. Martin’s Press, 1999.
Nancy F. Koehn, Brand New: How Entrepreneurs Earned
Consumers’ Trust from Wedgwood to Dell. Boston, MA:
Harvard Business School Press.
Duane E. Knapp, The Brand Mindset: How Companies Like
Starbucks, Whirlpool, and Hallmark Became Genuine Brands
and Other Secrets of Branding Success. New York City:
McGraw-Hill, 2000.
Robert Lanham, The Hipster Handbook. New York: Anchor
Books A Division of Random House, Inc., 2002
Kalle Lasn, Culture Jam: How to Revise America’s Suicidal
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Leland
2004
Consumer Binge – and Why We Must. New York: Quill/Harper
Collins, 2000.
John Leland, Hip: the history. New York: HarperCollins, 2004.
Brand Management / Brand Equity – Recent Books, Cont’d
Last Name
Levine
Year
2003
Lodish, Morgan,
Kallianpur
2001
Lopiano-Misdom,
De Luca
1997
McConnell, Huba
2003
McKenna
2002
Moser
2003
O’Barr
1994
Pine, Gilmore
1999
Popcorn,
Marigold
Ragas, Bueno
1997
Ries, Ries
1998
Ries, Ries
2002
Rosen
2000
Salzman,
Matathia, O’Reilly
2003
Schmetterer
2003
Schmitt
1999
Schmitt,
Simonson
1997
Smith,
1997
2002
Full Citation
Michael Levine, A Branded World Adventures in Public
Relations and the Creation of Superbrands. Hoboken, New
Jersey. John Wiley & Sons, Inc. 2003
Lodish, Leonard M., Howard Lee Morgan, and Amy Kallianpur,
Entrepreneurial Marketing: Lessons from Wharton’s
Pioneering MBA Course, NY: John Wiley & Sons, Inc., 2001.
Janine Lopiano-Misodom and Joanne De Luca, Street Trends:
How Today’s Alternative Youth Cultures Are Creating
Tomorrow’s Mainstream Markets. Harper Business;
Ben McConnell and Jackie Huba, Creating Customer
Evangelists: How Loyal Customers Become a Volunteer
Sales Force. Chicago: Dearborn Trade Publishing (A Kaplan
Company), 2003.
Regis McKenna, Total Access: Giving Customers What They
Want in an Anytime, Anywhere World. Boston: Harvard
Business School Press, 2002.
Mike Moser, United We Brand. Boston, Ma. Harvard Business
School Press, 2003.
William M. O’Barr, Culture and the Ad. Boulder, Colorado.
Westview Press, 1994.
B. Joseph Pine II and James H. Gilmore, The Experience
Economy: Work is Theatre and Every Business a Stage.
Boston, MA: Harvard Business School Press, 1999.
Faith Popcorn and Lys Marigold, Clicking: 17 trends that drive
your business…and Your Life. NYC: Harper Business, 1997.
Matthew W. Ragas and Bolivar J. Bueno, The Power of Cult
Branding: How: 9 Magnetic Brands Turned Customers into
Loyal Followers. Roseville CA: Prima Publishing
(Crown/Random House), 2002.
Al Ries and Laura Ries, 22 Immutable Laws of Branding: How
to Build a Product and Service into a World-Class Brand,
NYC: HarperBusiness/, 1998.
Al Ries and Laura Ries, The Fall of Advertising and The Rise
of PR. New York: Harper Business, 2002.
Emanuel Rosen, The Anatomy of Buzz: How to Create Wordof-Mouth Marketing. NYC: Doubleday/Currency, 2000.
Marian Salzman, Ira Matathia and Anne O’Reilly, Buzz: Harness
the Power of Influence and Create Demand. Hoboken, NJ:
John Wiley & Sons (A BrandWeek Book), 2003.
Bob Schmetterer, Leap; A Revolution in Creative Business
Strategy. Hoboken NJ: John Wiley & Sons (An Adweek Book),
2003.
Bernd H. Schmitt, Experiential Marketing: How to get
Customers to SENSE, FEEL, ACT, and RELATE to Your
Company and Brands. The Free Press, 1999.
Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The
Strategic Management of Brands, Identity, and Image. NY:
The Free Press, 1997.
J. Walter Smith and Ann Clurman, Rocking the Ages:
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Clurman
Solomon
1999
Solomon
2003
Steel
1998
Stobart
1994
Trout,
Rivkin
Upshaw.
1996
Zyman
1999
Zyman, Miller
2000
Zyman, Brott
2002
1995
Yankelovich Report on Generational Marketing.
NYC: HarperBusiness, 1997.
Michael R Solomon, Consumer Behavior: Buying, Having and
Being. NJ: Prentice-Hall, 1999.
Michael R. Solomon, Conquering Consumerspace. New York
City: Amacom (American Management Association), 2003.
Jon Steel, Truth, Lies and Advertising: The Art of Account
Planning. NY: John Wiley & Sons, Inc., 1998.
Paul Stobart (ed.), Brand Power, NYC: New York University
Press, 1994.
Jack Trout with Steve Rivkin, The New Positioning The Latest
on the World’s # 1 Business Strategy. NY:McGraw-Hill, 1996
Lynn B. Upshaw, Building Brand Identity: A Strategy for
Success in a Hostile Marketplace. NY: John Wiley & Sons,
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Sergio Zyman, The End of Marketing As We Know It, NYC:
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Sergio Zyman and Scott Miller, Building Brand Width: Closing
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Sergio Zyman with Armin Brott, The End of Advertising as We
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