GUIDE TO READINGS
Approaching Brand Management readings
There are a lot of articles on this reading list. I do not expect you to read them all in depth. What I would like you to do, however, is skim most articles. In your professional lives you are going to be asked to look at a lot more reading than you will have the time or energy to read in detail. Therefore, the ability to skim becomes a valuable skill to familiarize yourself with important material without drowning in the workload involved. I hope to help you develop and practice that skill in this course. By and large, the reading is there to help you get more out of your study of the course.
What do I mean by “skim?” It is my belief that all professionals are faced with a lot more reading than they will ever be able to read carefully. However, the potential cost of ignoring important information can be catastrophic. Therefore, the ability to skim material is invaluable. By skimming I mean you might read the title, abstract, introduction, discussion, conclusions, recommendations, the section headings, and the figures, diagrams, and tables. My experience is that with that you will get eighty to ninety percent of the value of the material with only ten to twenty per cent of the effort.
Reading 1.2 – The brand core and its management over time
Reading 1.3 – The evolution of brand meaning
Reading 1.4 – Brand meaning – definitions and directions
Reading 1.5 – How to navigate the future of brands
Reading 1.6 – Choosing brand elements to build brand equity
