Contemporary Branding, heritage and consumer-brand relationships

Time: 23. – 24.05.2016

Place: Hanken School of Economics, Helsinki

Learning Goals and Objectives: The course provides an in-depth overview and understanding of the latest developments in branding relating to philosophical underpinnings of branding, advancements of corporate brands via the adoption of identity-based perspectives of corporate brands, and corporate heritage as a dimensions of the corporate identity. Students will also have deeper insight into how consumers construct their corporate images over time in various customer contexts, and how brand relationships develop over time. The core contents of branding are examined at the corporate level rather than on product level. Relevant theories are not only described but also discussed and evaluated. Students read, analyse, and discuss research publications that have had, or are assumed to have a major impact on branding research, and develop academic skills when reading and analysing them. This ability strengthens the students’ research skills and facilitates the design and writing of a doctoral thesis.

Instruction and examination: Lectures, discussions and short exercises during class, altogether 16h in a two-day intensive format. Pre-assignment (1/3) is an extended abstract based on given articles and term paper (2/3) develops the extended abstract into a paper/part of the thesis.


1. Lectures, active participation, and exercises

2. Reading of key articles (approx. 400 pages). Please note that you should reserve enough time to prepare for the course (reading-package).

3. Pre-assignment: A written extended abstract that is linked to the participant’s own research interests.

4. Term paper: A written paper that relates to the course content.

Credits: 6 ECTS

Grading: 1-5

Prerequisites: PhD students

Admittance: The maximum number of students is 25 and the participants will be selected on the basis of KATAJA’s general instructions. There is no course fee for KATAJA member universities. However, each student has to cover for her/his travel expenses, accommodation and meals. Fill in the KATAJA’s course application form (see below) and send it no later than Fri 16th April, 2016 to Anne Rindell by email anne.rindell[at] Please remember to indicate your motivation and the phase of your doctoral studies properly. The acceptance will be notified by Fri April 23rd, 2016.


Professor John Balmer, Brunel University, UK. For more information, see

Professor Tore Strandvik, Hanken School of Economics, Helsinki, Finland. For more information see

Associate Professor Anne Rindell, Hanken School of Economics, Helsinki, Finland. For more information see


1st Day Mon 23rd May, 2016

08.30-09.00 Practicalities

09.00-10.30 Philosophical underpinnings within branding research – Professor Tore Strandvik

10.30-10.45 Coffee

10.45-12.15 Strategic corporate brand alignment: Perspectives from identity based views of corporate brands via the adoption of identity-based perspectives of corporate brands (The AC4ID Test) – John Balmer

12.15-13.15 Lunch

13.15- 14.45 Continuing with Strategic corporate brand alignment – Professor John Balmer

14.45-15.00 Coffee

15.00-16.30 Corporate Brand and Identity Heritage, and Corporate Heritage Brands – Professor John Balmer

2nd Day Tue 24th May, 2016

9.00- 10.30 continuing Corporate Heritage….. – Professor John Balmer

10.30-10.45 Coffee

10.45-12.15 Customers and their brands (Corporate image heritage and context) – Associate Professor Anne Rindell

12.15-13.00 Lunch

13.00-14.30 Brand Relationships – Associate Professor Anne Rindell

14.30-14.45 Coffee

14.45-16.15 Wrap up and instructions for course assignment – Associate Professor Anne Rindell

Course coordinator and contact information: Anne Rindell, phone +358415458808, email anne.rindell[at], Hanken School of Economics, P.O. Box 479, 00101 Helsinki, Finland Address: Arkadiankatu 22, 00100 Helsinki

Accommodation: We recommend Hotel Helka, which is within less than 5 minutes walking distance from Hanken.

Application Form:








When officially accepted as doctoral student:

Research area/Subject of Thesis:

Phase of doctoral studies:

Motives for participation on the course: