Brands as an Application of Knowledge Management ^{2nd Ed.}

Open University Business School MBA B823 Managing Knowledge

1. Introduction
• 1.1 Aims
• 1.2 Learning Objectives
2. The Nature of Brands
• 2.1 Linking Knowledge Management and Brand Management
• 2.2 Customer Level
• Communication
• Information and communication technology
• 2.3 Intra-Organizational Level
• 2.4 Inter-Organizational Level
3. Brand Typologies
• 3.1 Brand Management as an Application of Knowledge Management
• 3.2 Brand Interpretations
• Brand as a legal instrument
• Brand as a logo
• Brand as a company
• Brand as an identity
• Brand as an image in consumers' minds
• Brand as a personality
• Brand as a relationship
• Brand as adding value
• Brand as a cluster of values
• Brand as an evolving entity
• 3.3 Knowledge Management’s Role in Brand Evolution
4. Consumer Brands
• 4.1 Consumers’ Buying Systems
• Extended problem solving
• Dissonance reduction
• Limited problem solving
• Tendency to limited problem solving
• 4.2 Brand Loyalty
• 4.3 Pitfalls of Loyalty Programmes
5. Business-To-Business Brands
• 5.1 Value from Performance Components
• 5.2 Enhancing Brand Value through Relationships
6. Services Brands
• 6.1 Distinctive Characteristics of Services
• Intangibility
• Inseparability of production and consumption
• Heterogeneity
• Perishability
• 6.2 Executing the Services Brand Strategy
• 6.3 Not-For-Profit Brands
7. Brand Evaluation
• 7.1 Applying Brand Value Knowledge
• Awareness
• Perceptions and attitudes
• Preferences
• Choice intentions
• Actual choice
• 7.2 Reasons for Evaluating Brand Value
• To buy or sell
• To measure brand management effectiveness
• To determine the appropriate level of future brand support
• To make financial forecasts
• To identify the underlying sources of brand value
• 7.3 Methods of Measuring Brands
• Simple measures
• Price premium
• Market share
• Combining price premium and market share
• Proprietary measures
8. Conclusion

Yet another way of looking at brands…