Centre for Research in Brand Marketing

The Centre for Research in Brand Marketing acts as a home for a community who all share an interest in brands and are advancing knowledge about managing brands. The Centre is the leading research centre in brand marketing. Our work has influenced the way firms manage their brands.

We seek to undertake and disseminate brand knowledge based on rigorous, yet pragmatic, research. Topics being investigated include:

• Identifying techniques to enhance the alignment of values between a brand, its managers, staff and customers, in order to improve brand performance.
• Developing a model to characterise the process of building and sustaining successful services brands.
• New management techniques needed to grow corporate brands.
• Growing and measuring brand equity on the Internet.
• Investigating how emotional values can grow business to business brands.
• Assessing how to differentiate and add value in financial services.
• Investigating how brands can capitalise on lifestyles in retailing.
• Identifying how internal marketing and organisational structuring influences brand performance.