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.

Researchers in contemporary issues in branding