Policy Paper #5

Course in Social & Political Marketing 2006/7 – Homework 5

Topic 5 – MINDBRAND – The ART of IDEA Branding [19.12, 26.12.07, 2.01.07]


1. Text, Readings, Materials
1.1. Required Reading
Chapter 9 – Product: Designing the Market Offering, pgs 189-212;
Chapter 10 – Price: Managing Costs of Behavior Change, pgs 213-236;
Chapter 11 – Place: Making Access Convenient, pgs 237-258;
Social Marketing/ Philip Kotler, Ned Roberto, Nancy Lee/ SAGE Publications,
2002; Second Edition/ ISBN 0-7619-2434-5; Source: Library
1.2. Recommended Reading
1.2.1. Chapter 14 - Setting the Product and Brand Strategy; Brand Decisions,
pgs 418-436; Marketing Management/ Philip Kotler/ Prentice Hall, 2003,
11th edition/ ISBN 0-13-033629-7 {on Branding} Source: Library.
1.2.2. Chapter 6 – Designing the Place's Image, pgs 139-161;
Marketing Places/ Philip Kotler, D. Haider, I. Rein/Free Press, 2002/
ISBN 074323636X {on nation branding}; Source: Library.
1.2.3. Chapter 2 – The Commodity Threat & Importance of Loyalty, pgs 13-18;
Chapter 6 – Brands & Anthropomorphism in Branding, pgs 51-63;
Chapter 7 – Three Waves in Branding, pgs 64-87;
Chapter 8 – The Power of Belief Systems, pgs 88-95;
Brand Spirit – How Cause Related Marketing Builds Brands/
Hamish Pringle, Marjorie Thompson/ John Wiley & Sons, 2001/
ISBN 0-471-49944-7 {on social marketing}; Source: Library.
1.2.4. Chapter 2 – The Brand Expands, pgs 27-61;
NO LOGO/ Naomi Klein/ Picador, 1999/ ISBN 0-312-20343-8
{on social marketing & anti-globalization}; Source: Library.
1.2.5. Topic 5 – The 100 Top Brands/ BusinessWeek, Aug 1 2005;
Course website – Articles {on Brand Equity}.
1.2.6. Topic 5 - Israel Aims to Improve Its Public Image/ N. Popper/
Forward Oct 14, 2005; Course website – Articles {on Nation Branding}.
1.2.7. Topic 5 - I "Heart" Europe/ P. Van Ham/ Foreign Policy, Nov 2005;
Course website – Articles {on Nation Branding}.