The Strategic Brand Management: Master Papers is essential reading for brand strategist in both private and public sector organisations, and academics in universities and business schools.
The papers are written by master student groups and follow an international journal format. The student groups selected the topics of their papers and provided updated and relevant insights into the strategic management of brands.
The mission of Strategic Brand Management: Master Papers is to “present and develop useful tools and theories for the application in practice of managing brands, and to forward the academic field of strategic brand management.”
The intent of the series is to bridges the gap between academic teaching and research.
The series is a result of co-creation between students and teachers in the course Strategic Brand Management (BUSN21 – 7.5 University Credit Points; 8 weeks 50% study time), part of the master program International Marketing and Brand Management at Lund School of Economics and Management, Sweden. The published papers represent the result of the intellectual work of students under supervision of the heads of course. The content of the papers is to be read as student reports albeit the journal format. The papers are free to download and should be cited following international conventions.
Editors Mats Urde Frans Melin Associate Professor Assistant Professor
Heads of master course Strategic Brand Management (BUSN21), part of master program International Marketing and Brand Management. Lund School of Economics and Management