Overview
Understand the role, function, tactical and strategic importance of brands and advertising both in the marketplace and in relation to ethical, social and environmental issues.
About this paper
| Paper title | Advertising and Branding |
|---|---|
| Subject | Marketing Management |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,571.48 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- MART 468, 469
- Textbooks
There is one required textbook for this paper:
- Douglas Holt (2004) How Brands Become Icons: The Principles of Cultural Branding. Harvard Business Review Press (November 1, 2004). ISBN: 978-1578517749.
A list of recommended background readings is provided below:
- Carolina Rogoll (2015) Star Brands: A Brand Manager’s Guide to Build, Manage and Market Brands, Allworth Press.
- Alina Wheeler (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team, Wiley, 5 edition. (Practical and creative side of brand execution and visual identity).
- Brad VanAuken (2014) Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position (AMACOM).
- Naomi Klein (2009) No Logo (Picador, 3rd -10th Anniversary ed. Edition). (An anti-branding/anti-corporate perspective on consumer marketing).
- Kevin Keller (2012) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition, Pearson/Prentice Hall.