Business School

Contemporary issues in branding

The study of brands examines the nature of value propositions and how they lead to the co-creation of customer experiences and value-in-use. 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.