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.
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See our published research on our research page:
Traditional marketing literature directs brand managers to highlight the attractive and distinguishing attributes of their brands, the points-of-differentiation. However, a recent study suggests that brand managers should first assure that the brand is not perceived as poorer than the competition on any important attributes (Park and Chang 2022).
Det nye «verdenshavsenteret» i Bergen har fått det merkelige navnet «O». Reaksjonene er mange og debatten heftig, men et viktig poeng mangler: Det finnes faktisk forskningsbaserte kriterier for valg av merkenavn. Hadde disse blitt brukt, ville vi unngått navn som "O", "Kode" og "VY". Det er på høy tid at styrene i norske virksomheter tar den forskningsbaserte kunnskapen på alvor.
Customer-based brand equity theory, the dominant theory of branding, holds that unique associations are the main source of brand differentiation. However, a myopic focus on unique associations may have adverse effects on important brand variables.
Digitale flater gir utvidede rammer for moderne merkevarebygging. I tillegg kommer utfordringer knyttet til bærekraft: hvordan kan vi integrere bærekraft i merkevaren? Bli med på webinar fredag 28.05 med Magne Supphellen, professor NHH og Linn-Therese Vigsø-Holsen, leder merkevare Sbanken.
