hutinel

SCHOOL OF BUSINESS ADMINISTRATION
COURSE PAGE

ALAIN HUTINEL
Global Brand Management
hutinel@pdx.edu
Office: 260D SBA

Powerpoint Files

Readings & Class Discussion

Part I - Welcome to Global Brand Management

8 Brands are like money and should be managed that way by Andy Farr (MB) at ARF
14 Brands In Motion driving your Brand

How do Brands Work Case Requirements
Global Brand Management Part II Brand Equity brand Identity VSM Experience PSU 2006
Global Brand Management Part III Brand Commnicative Scope
Global Brand Management Part IV Managing Brand Communications
Global Brand Management Part V Brand Offer Arch. & Int'l Branding

The Global Brand Face-Off Case
The Global Brand Face-Off Case Guidelines & Helpers

2 Culture and Consumption by Grant McCracken
3 What is a Brand Tom Blackett Interbrand
4 Back to Trust Branding from Image Branding
4a Brandtopia
5 BAV Y&R Brand Asset Valuator Model
7 Shareholder Value-Based Brand management Strategies Peter Doyle
10 Understanding, Measuring and Using Brand Equity, Dyson & Farr & Hollis
11 Building Custumer-Based Brand Equity Kevin Keller
12 See Your Brand through Your Customers' eyes
13 The Brand Report Card by Keller
14 Making the most of your brands & stages of brand development MB
16 Better Branding
17 IMC New paradigm in Brand Management IMC BSSG
18 Building Brand without Mass Media Aaker et Joachimsthaler
19 Extend profit not product line by Quelch
20 Brand Elasticity and Stretching MB
21 Survey of brand extensions 2004 BSSG
22 10 rules to experiential brands
23 Branding a Country Charles Brymer
24 Mapping a Country's future
25 how global brands compete
26 Strong Asian Brands Equities Benchmarking MB
27 Revving up Auto Branding McKinsey
29 Can Chinese brands make it abroad
30 China's Refrigerator Magnate Haier's CEO interview