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Questions related from Paulo Cravo Lourenço
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 3,122 0 View
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 9,881 2 View
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 3,696 6 View
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 1,409 4 View
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 8,552 3 View
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 9,430 9 View
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 7,126 4 View
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 6,998 2 View
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 1,552 6 View
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 4,118 11 View
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...
20 December 2017 6,816 5 View
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 5,314 4 View
