I've been working with our Brand Management course for some years; our strong points are Brand Identity models, Brand Extensions, Brand Portfolio Management. It seems however that the Digital revolution has challenged the way we usually think about brands. Course restructuring is an option by I would like some opinions on the relevant subjects for todays' students, which are about to go, in their great majority, to the job market.
Thank you.
I would definitely go into the place brand literature.
De Chernatony has published on the topic.
Moor (2003) has an article on Journal of Consumer Culture.
Alexander & Hamilton (2016) on EJM) "Recapturing place identification through community heritage marketing".
This is obviously not an extensive list. There's plenty of material on the matter.
regards
Benjamin
Hello,
independent from the specific type of brand class (e.g. in your case it is tourism) I would stay with the general topics in brand management and branding - this would make up the first part of my schedule because the students need a basis before they are able to talk about specific contexts, industries etc.
Considering about newer topics or trends I would then turn my attention to brand co-creation in relation to tourism industries.
Maybe this article might be of interest for you:
Cleopatra Veloutsou, Francisco Guzmán, (2017) "The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management", Journal of Product & Brand Management, Vol. 26 Issue: 1, pp.2-12, https://doi.org/10.1108/JPBM-01-2017-1398
Best regards
Samuel
hello.
in fact , i think the following are relevant subjects for todays' students
personal branding , digital branding , Brand's Infrastructure , Organizational Culture for Successful Brand Management, Brand management training
Definitely place branding, usage of new media in tourism branding...I am working on research on local food souvenirs that could be destination brands.
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