Review the following articles regarding customer experience and brand management in the digital age.

Evaluate the role of customer experience or customer journey in brand management. What are the effective ways to manage brand in the digital world? What are the challenges the brand managers face?

Edelman, D. C. (2010). Branding in the digital age: You’re spending your money in all the wrong places. Harvard Business Review, December, retrieved from https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places

Carroll, B. (2016, Feb. 16). Brand Marketing: 5 tactics to understanding customer experience. Retrieved from http://sherpablog.marketingsherpa.com/consumer-marketing/brand-marketing-5-tactics-to-understanding-customer-experience/?_ga=2.128869192.57680737.1493411148-1728649174.1490993478

Module 2 – Background

Product Management and SWOT Analysis

Aisner, J. E. (1999). More than a name: The role of brands in people’s lives. Working Knowledge for Business Leaders Series. Boston, MA: Harvard Business School. Retrieved from http://hbswk.hbs.edu/archive/2598.html

Barwise, P., & Meehan, S. (2010). The one thing you must get right when building a brand. Harvard Business Review, 88 (12), 80-84.

Beyersdorfer, D., et al. (2011 January/February). Preserve the luxury or extend the brand? Harvard Business Review. 89:1/2(January/February):173-7.

Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review. 88:12(December):62-69.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-372.

Hult, D. (2016). Branding in the age of social media. Harvard Business Review. Retrieved from https://hbr.org/2016/03/branding-in-the-age-of-social-media

Kumar, V., & Shah, D. (2009). Expanding the role of marketing: From customer equity to market capitalization. Journal of Marketing, 73(6), 119-136.

Lipiäinen, H.,Sisko Maarit, & Karjaluoto, H. (2015). Industrial branding in the digital age. The Journal of Business & Industrial Marketing, 30(6), 733-741.

O’Connell, A. (2010). Reading The public mind. Harvard Business Review; 88:10(October):27-34.

Schneider, J., & Hall, J. (2011). Why most product launches fail. Harvard Business Review, 89 (6), 21-23.

 

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