Contemporary issues in branding
The study of brands examines the nature of value propositions and how they lead to the co-creation of customer experiences and value-in-use.
The brand can be viewed as a process as well as an entity. While brands can be an asset, they can also be a liability.
Research is currently concerned with:
- Branding in the service economy - How branding is changing with the increasing importance of service in creating and co-creating value.
- Managing brands, market-based assets and market performance - How can financial measures of brands be developed and how do these measures relate to performance and brand equity?
- The nature of intense brand relationships and brand communities - How branding changes when there are strong relationships between buyers and between buyers and sellers.
- The development of brand meaning - The role of authenticity in branding of ethnic products and the effects of national and regional origin on New Zealand brands.