Paulo Cravo Lourenço

11 Questions 17 Answers 0 Followers

Questions related from Paulo Cravo Lourenço

Is Aaker's Brand Relatioship Spectrum still revelant?

Previously i asked a question about th relevancy of Aaker's Brand Portfolio Strategy; this is Aaker's proposition about the roles different brands can assume when a brand portfolio is used...

10 June 2018 3,084 0 View

Is Aaker's Brand Portfolio Strategy still accepted as relevant?

In order to explain the roles of different brands in a portfolio i have been using the classic Aaker model of portfolio strategy; I am not sure, though, if this model is still accepted since it...

04 June 2018 9,842 2 View

Where can i find papers or theses on Brand Valuation?

I would like to find papers or theses - or in fact any article, if from a business publication - that focused on Brand Valuation methods, and tried to compare different methods or different brands...

03 June 2018 3,663 6 View

Where can I find Logo classifications useful for Brand Management classes?

I have been lecturing on Brand Management for a few years now; even though it is not a graphic design course, i do try to show students different options for logo development, my aim is to help...

03 June 2018 1,374 4 View

Where can I find papers or theses on business models based on licensing of intellectual property brands?

I am looking for material related to business models supported on exploiting and licensing intellectual property brands. Specifically, I am thinking of brands coming out of "media products" like...

03 June 2018 8,525 3 View

Brand Equity - what are the relevant authors besides Aaker and Keller?

For some years i've been teaching the concept of Brand Equity in my classes, based on Aaker and Keller - lately solely on Keller. I find the idea itself very useful as a way to translate the added...

03 June 2018 9,371 9 View

Distributors and Logistics - any material on their business model?

I am looking for any paper or thesis, even magazine article, that concerns business model, or strategy, for distributors of consumption goods, whether FMCG, consumer electronics, fashion and...

03 June 2018 7,075 4 View

Kapferer's Brand Prism - what is the exact purpose of the "Reflection" quadrant?

Some discussion has arisen in my classes because of the meaning of "Reflection" in Kapferer's Brand Prism. Two ideas compete: 1. Reflection is what society in general thinks of those brand...

28 May 2018 6,968 2 View

What is the best way to place digital marketing actions inside a marketing plan?

More and more my post-graduate students embark in projects that ask them to combine digital marketing tools inside a traditional marketing plan. That is becoming an issue; most of the...

26 March 2018 1,519 6 View

What is the current status on accessing Instagram API platform to retrieve and analyse data for academic research?

Until 2016, it was possible to develop apps that could mine Instagram information for analysis; a masters student of mine built her thesis around information processed through a custom-built tool....

20 December 2017 4,086 11 View

Are there any tools that can be used by students to analyse a brand's presence in social media, without having actual access to that brand's outlets?

some students of mine wish to analyse specific brands' social media presence; although a deep analysis is impossible if you're not part of that brand's team, maybe some tools could provide some...

19 December 2017 5,246 4 View