The publications englobe the productions of the research professors that are members of the Brands & Values Chaire. The publications always hold the brand as a central focus. The brand is discussed under different angles such as Marketing, Strategy, Human Resources, Finance or the Legal angle. They allow a deep understanding of the essential matters of Brand Management and give an insight on scientific production in such field. Publications can take 4 different forms :
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The Experts’ Opinions are productions of the research professors members of the Brands & Values Chair. Very useful to professionals, they provide synthetical answers to crucial question about brand management either in a few pages or in a few minutes, when taking the form of videos.
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Videos comprises the highlights of the Brands & Values Chair. You can discover several formats :
- Over 30 minutes videos which present annual conferences organised by the Brands & Values Chair
- Videos lasting a few minutes in which Brands issues are synthetically addressed
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THE LIFE OF BRANDS
"The Life of Brands" regroups the best blog articles produced by students of the Masters "Brand Management and Communications" and "Marketing and Commercial Practices" of the IAE of Paris. The articles aim to analyse a remarkable fact related to a brand. They allow to measure the evolution of brand management practices and to understand how they are perceived and felt within the society.
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Recommended Reads constitute our "crushes" selection of books to read or to re-read. They are selected for the quality of their analysis and their relevance in the initiation to Brand Management or in deepening one’s knowledge on that topic.
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You may find in this section a selection of measurement scales drawn from academic works that can be useful for brand management, both for academic and corporate purposes.
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The Glossary is a mandatory tool to understand the language, the concepts and the tools that are essential to Brand Managment.