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Lecture1 PT1: Brand identity, brand image, brand loyalty, brand personality



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#brandequity #branding #IMC #advertising #strategicmarketingmanagement #digitalbranding

Course in Brand Equity, Strategic Brand Management and Integrated Marketing Communications 02/22-05/22

George Rossolatos MSc, MBA, PhD, lecture series at Business College Athens in collaboration with the University of West London, UK (in the context of the MSc in Digital Marketing). Lectures on branding and brand equity models and research methods (quantitative and qualitative), equity-oriented brand management, digital branding and brand equity, new and emergent perspectives in branding (place branding, cultural branding, luxury branding, brand communities in social media, brand storytelling, intermedia storytelling, branded content, experiential branding, community branding, mythological branding), Integrated Marketing Communications planning implementation and control & Touchpoints integration, spanning AtL, online, social media, experiential.

Course Outline George Rossolatos MS7GR260 Brand equity, Strategic Brand Management and IMC and recommended readings:
https://drive.google.com/file/d/1-LfgOISMdFjlUFL-OQC2HWcbb72z4Led/view?fbclid=IwAR1BxQHvq4134lgnRlSgApA0TJ0hXuQRd6PjYCWvYr05ft5JwA4tAk16XH0

Snippets from recorded lectures:
Course Outline George Rossolatos MS7GR260 Brand equity, Strategic Brand Management and IMC and recommended readings:
https://drive.google.com/file/d/1-LfgOISMdFjlUFL-OQC2HWcbb72z4Led/view?fbclid=IwAR1BxQHvq4134lgnRlSgApA0TJ0hXuQRd6PjYCWvYr05ft5JwA4tAk16XH0
Snippets from recorded lectures:
Lecture1 PT1: Introduction to branding, brand identity, brand image, brand loyalty, brand personality
https://youtu.be/Vz3OvKgbfDo
Lecture1 PT2: Brand personality, brand architecture, Introduction to branding, brand identity, brand image,brand loyalty
https://youtu.be/uxIA2-cYF0w
Lecture1 PT3: Branding models, Brand research techniques (qualitative, quantitative): perceptual mapping techniques (MDS, correspondence analysis, associative networks), conjoint analysis, Kelly Repertory Grid, Brand Narrative Modeling, Associative Networks, Structural Equation Modeling, Tracking Surveys, Ad hoc image studies https://youtu.be/DLxWKvGJwqw
Lecture 2 PT1: Introduction to brand equity, brand valuation vs. brand evaluation, Aaker’s Brand equity 10, Keller’s Consumer Based Brand Equity, the Brand Knowledge Structure, Brand Equity models, Brand Z, Interbrand
https://youtu.be/bO1bZNBHIFE
Lecture 2 PT2: Laddering technique, Structural equation modeling, Conjoint analysis
https://youtu.be/axxenRJc21Q
Lecture 4 28/2/22: Brand equity and line extensions
https://youtu.be/FAE5sY6PTC4
Lecture 4 28/2/22: Branding strategies: Co-branding and licensing
https://youtu.be/jM3wTDEZ-Zw
Lecture 5 14/3/22: Digital branding Pt. I
https://youtu.be/H8fv2iAGHTY
Lecture 9: 11/4/22 The Integrated Marketing Communications briefing process https://www.youtube.com/watch?v=H8IA-S5lYAM&t=1386s
Lecture 11: 16/5/22 IMC vehicles selection and control: Sponsorship & e-sponsorship https://youtu.be/sg1RcnnE9jU
Lecture 12 30/5/22: Syllabus wrap-up
https://youtu.be/v3O9iysnFZY
Category
Management
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