BS2213: Branding and Advertising View Online (2016-17) BS2213: Branding and Advertising ... Strategic brand management ... The new branding imperatives - Kevin Lane Keller

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  • 05/01/18 BS2213: Branding and Advertising | City University London

    BS2213: Branding and Advertising(2016-17)

    View Online

    28 items

    Basic Texts on Branding (19 items)These are the overview textbooks for branding (Keller) and Advertising (others) that coverthe most relevant themens in more or less detail. Both hard copy and online resources arelisted where available. Feel free to choose your favorite books to work with from thisselection, or read them all. The section also lists other inspiring texts both about classic and most recent brandthinking.

    Strategic brand management - Richard H. Elliott, Larry Percy, Simon Pervan, 2015Book | Recommended reading

    Dimensions of brand personality - Aaker, Jennifer L, Aug 1997Article

    The new strategic brand management: advanced insights and strategic thinking -Jean-Nol Kapferer, Jean-Nol Kapferer, 2012

    Book | Essential reading

    The new strategic brand management: advanced insights and strategic thinking -Jean-Nol Kapferer, Jean-Nol Kapferer, Dawsonera, 2012

    Book | Essential reading

    Building strong brands - David A. Aaker, 2010Book | Essential reading

    Marketing communications - John Egan, 2015Book | Recommended reading

    Marketing communications: a brand narrative approach - Dahlen, Micael, Lange, Fredrik,Smith, Terry, 2010

    Book | Recommended reading | This is also a great overview book and holds importantinformation for specific topis. The libary will soon have a few hard copies of it. Use this orEgan's book as your main textbook.

    Strategic advertising management - Percy, Larry, Elliott, Richard H., c2012Book | Recommended reading

    Strategic advertising management - Percy, Larry, Rossiter, John R., Elliott, Richard H.,Business Source Complete, 2001

    Book | Recommended reading | This is an ebook version of the old edition of this work,from 2001. The printed copy is a much newer edition, the 4th, from 2012.

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  • 05/01/18 BS2213: Branding and Advertising | City University London

    List of other marketing communication books from the Cass libary - Various Authors,Business Source Complete

    Website | Recommended reading | Use this link to find even more material. Searchterms may also be branding, brand management, advertising, etc.

    How Do Brands Create Value? - Keller, Kevin Lane, 2003Article | Recommended reading | The paper explains the idea of the brand value chain

    Brand Management Paradigms. - Louro, Maria, P Cunha, 2001Article | Recommended reading | Interesting but potentially outdated overview of brand

    management paradigms

    The new branding imperatives - Kevin Lane KellerDocument | Recommended reading

    The Product and the Brand. - Gardner, Burleigh B.Levy, Sidney J.Article

    Brand Community - AlbertM. Muniz,Jr., ThomasC. OGuinn, 2001-03Article

    Conceptualizing, Measuring, and Managing Customer-Based Brand Equity - Kevin LaneKeller, 1993

    Article

    Consumers and Their Brands: Developing Relationship Theory in Consumer Research -Susan Fournier, 1998-03

    Article | The paper that introduced the idea of consumer-brand relationships

    Customer-Centered Brand Management - Rust, Zeithaml, &LemonDocument

    Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate aBrand-Mediated Moral Conflict - Marius K. Luedicke, Craig J. Thompson, Markus Giesler,2010-04

    Article

    Books on Media Planning (2 items)

    Advertising media planning - Sissors, Jack Zanville, Baron, Roger B., c2010Book | Recommended reading | This is probably the best book for media planning and

    evaluation. You will find all necessary information about media metrics here.

    Advertising media planning - Sissors, Jack Zanville, Baron, Roger B., c2010Book | Recommended reading | This is the ebook version: login with you usual IT

    username and password.This is probably the best book for media planning and evaluation. You will find allnecessary information about media metrics here

    Books about effective advertising (4 items)

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  • 05/01/18 BS2213: Branding and Advertising | City University London

    These books separate fiction from empirical reality. Use them when creating your ad andto check if (how much) your creation follows these principles.

    Persuasive Advertising: Evidence-based Principles - Professor J. Scott Armstrong, EBL DDA.,2010

    Book | Recommended reading | This is the ebook version of the bestselling book onadvertising principles (use this in addition to or instead of Tellis' "Effective Advertising")

    Persuasive advertising: evidence-based principles - Jon Scott Armstrong, Gerry Lukeman,Sandeep Patnaik, 2010

    Book | Recommended reading

    Effective advertising: understanding when, how, and why advertising works - Tellis, GerardJ., c2004

    Book | Recommended reading | This is the ebook version: login with you usual ITusername and password. (if the ebook is available yet it will be soon)

    Cultural strategy: using innovative ideologies to build breakthrough brands - Holt, DouglasB., Cameron, Douglas, 2010

    Book | The book that explains Holt's idea of cultural branding.

    Sources about Creativity (3 items)

    Thinkertoys: a handbook of creative-thinking techniques - Michalko, Michael, c2006Book | Recommended reading | Inspiring book about creativity tools.

    Managing creative people: lessons in leadership for the ideas economy - Gordon Torr,2008

    Book | Recommended reading

    Managing creative people: lessons in leadership for the ideas economy - Gordon Torr,c2008

    Book | Recommended reading

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