l Rethink about consumption in the post-modern global world.
l Compare and contrast between Strategic Brand Management (SBM) and Cultural Strategy Model (CBM) paradigms.
l Apply the frameworks discussed in the course to revitalize existing brands, or create new brands.
l Create iconic brands that are relevant to the consumption context in the moment.
l Understand cultural identity and the ethics of identity.
第1週:In Introduction to Cultural Branding
第2週:Brands as Cultural Forms
第3週:Mega Events and Cultural Branding Innovation
第4週:Brand Architecture and Brand Extension
第5週:Branding Over Time
第6週:Branding Over Geographic Boundary
l Online Discussion : 40%
Course grade pass:70Grade Memo:max grade 100 point
Basic marketing concept, preliminary microeconomics concept.
l Strategic Brand Management, Building, Measuring, and Managing Brand Equity, 2013, 4th ed., by Kevin Lane Keller.
l How Brands Become Icons, the Principles of Cultural Branding, 2004, by Douglas B. Holt, Harvard Business School Press.
l Cultural Strategy, Using Innovative Ideologies to Build Breakthrough Brands, 2010, by Douglas Holt and Douglas Cameron, Oxford University Press.
l The Experience Economy: Work is Theatre and Every Business a Stage, 1999, by Joseph Pine II and James H. Gilmore, Harvard Business Press.
Authenticity, What Consumers Really Want, 2007, by James H. Gilmore, and B. Joseph Pine II, Harvard Business Review Press.
Course Else Descrition
All teaching material is prohibited from downloading or released for distribution under intellectual property and copy right protection.