Choose one question(see the instructions 3)

1. one 3,000 word essay assignment



2. the basic reading is:
Keller, K.L(2003), Strategic Brand Management, New Jersey: Pretice Hall



3. written individually: only 1 out of the following 5 questions should be answered. Choose One Essay from the following list:-

(1) Below is a list of Global Brands. Choose four of these brands to illustrate the key points of the four major branding strategies:
Mindshare Branding, Emotional Branding, Viral Branding and Cultural Branding.
Ferrari, Apple, BBC, Ford, Dior, Quiksilver, MTV, Chanel, Tamagotchi, Hello Kitty, George W. Bush, Chelsea F.C. , James Bond, Al Jazeera.net.

Compulsory Reading:
* Doug Holt How Brands Become Icons  Chapters 1 & 2

Suggested Reading
*Keller  Chapters 1 & 2

(2) Are brand communities under the control of marketing managers? If not, then what role do consumers play in the construction of brands?

Compulsory Reading:
* Muniz, A.M., & O Guinn, T.C. (2000)  Brand Community , The Journal of Consumer Research, 27 (March), 412-432.
* Doug Holt  How Brands Become Icons, Chapter 6/7.

Suggested Reading:
* Schouten J. & McAlexander J. H(1995)  Ethnography of the New Bikers Journal of Consumer Research, 22 (June) 43-61.
* Doug Holt  Why do Brands Cause Trouble Journal of Consumer Research, Inc. Vol. 29 June 2002.

(3) We currently live in a Brand Culture  Explain what is meant by this statement. You may wish to illustrate your answer by examining identity brands, lifestyle brands, luxury brands and family brands.

Compulsory Reading:
* Schroeder and Salzer-Morling  Introduction in Schroeder and Salzer-Morling, Chapter 1  Brand Culture  p.1.
* Muniz, A.M., & O Guinn, T.C. (2000)  Brand Community , The Journal of Consumer Research, 27 (March), 412-432.

Suggested Reading:
* Richard Elliott & Andrea Davies,  Symbolic brands and authenticity of identity performance Chapter 11 in Schroeder and Salzer-Morling  Brand Culture p.155

(4)Some brands do not conform to normal branding theory. What is it about these brands that makes them successful? What does this say about branding theory?

Compulsory Reading:
* Keller  Chapters 1 & 2
* Doug Holt How Brands Become Iconic -Chapters 1 & 2.

Suggested Reading:
* Stephen Brown,  Ambi-brand culture: on a wing and a swear with Ryanair , Chapter 4 in Schroeder and Salzer-Morling  Brand Culture p.50.

(5) What is the state of the art in branding? Choose three brands that you feel are at the cutting edge of marketing and explain what it is that makes them so outstanding.

Compulsory Reading:
* Doug Holt How Brands Become Iconic -Chapters 1 & 2.

Suggested Reading:
*Keller  Chapters 1 & 2