Digital lunsjpause: Verdien av merkevarebygging
Innovation Norways online seminar «Digital lunsjpause: Verdien av merkevarebygging» with professor Magne Supphellen from Brandinnova.
Brandinnova is a research center at the Norwegian School of Economics with a focus on current branding-related issues. The purpose is to generate cutting-edge insights on how to make brands attractive in the modern economy, and contribute proactively to the development of advanced branding competence and skills in Norwegian companies. To this end, Brandinnova cooperates closely with NHH Executive and with Norwegian and international companies.
STRATEGIC PARTNERS
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Research areas
- Branding of innovations and start-ups
- Branding and consumer psychology
- Branding and sustainability
- Strategic brand management & leadership
- Generic branding and labeling
- Branding and the new value chains
- International and origin branding
See our published research on our research page:
Reviews and comments
Brand Coolness
Marketers strive to create cool brands, but the literature does not offer a blueprint for what “brand coolness” means or what features characterize cool brands.
Merkevarebygging og bærekraft
Dersom bærekraft skal bli en del av merkevaren, må bærekraften integreres i merkeposisjoneringen, som er målbildet for merkevaren.
Derfor velger kunder bort bærekraftige produkter
Studie viser at kunder forventer at enkelte «grønne» produkter er mindre effektive. Spørsmålet er om koronakrisen forsterker at bærekraftige alternativer velges bort, sier NHH-forsker.