Strategic Branding
Supervisor: Simon Knox BSc PhD
Research Topics:
- Brand building across channels
- multi-channel access and consistency in the brand experience
- consistency in brand communications across channels
- Developments in gateway brands
- building brand alliances
- managing the brand network
- Branding in the telecoms. Industry
- market structures
- competitive brand strategies
- Branding in financial services
- market definition and brand positionings
- brand promise vs. brand experience
- The impact of corporate social responsibility on brand reputation
- csr and brand strategies: managing the vision and values
- cost/benefit analysis
- Developments in grocery retail brands
- own label penetration and market share
- merchandising and internationalisation
- Vision, values and the corporate brand
- mechanisms for cultural change
- strategy and structures
- Managing the corporate brand
- Stakeholder management
- structure and responsibilities
- Employer branding
- internal branding and recruitment
- employee mobilisation
Contact Details:
Professor Simon Knox Tel: 01234 754321 email: s.knox@cranfield.ac.uk