Contemporary issues in branding

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.
  

• Associate Professor Karen Fernandez
• Dr Biljana Juric
• Associate Professor Michael Lee
• Dr Laszlo Sajtos

For more information please contact:

Associate Professor Karen Fernandez
Associate Professor
Email: k.fernandez@auckland.ac.nz
Phone: +64 9 923 8796