Siirry sisältöön

In order to sign up for this master's level course, you must have a previous Bachelor's degree or a Master's degree.

Basic information

  • Application period: 09.06.2021 - 18.07.2021
  • Date: 01.08.2021-31.12.2021
  • Scope: 5 ECTS
  • Location: Verkkokurssi
  • Price: 75 €


Branding is important for any company or organisation or even for persons and phenomena. Brands can collaborate and create new offerings.

During this study unit we concentrate on developing branding techniques innovatively by the use of the brand mash-up perspective. Branding will be taken to a new level.

The following themes will be presented in our online platform Canvas: Branding in a nutshell, Brand heritage, Brand identity and brand image, Brand Values, Brand Financial Value, Mash-up types, Mash-up Interaction Wheel. T.

The student is able to:

  • understand the basics of branding in theory and in practice
  • understand the financial value of branding and IPR-issues
  • understand how AI can be used in Brand Mash-Ups
  • design viable new service or product brands with brand mash-up tools

Teaching methods

This course will be offered online. The assignments will include quizzes, blog posts and a brand mash-up project (group assignment).

Student workload

One credit equals approximately 26.7 hours of work performed by the student. The different assignments are divided in the following manner:

  • Orientation and getting acquainted (mandatory)
  • Module 1 Branding in a nutshell 1 credit (ECTS)
  • Module 2 Brand Financial Value 1 credit (ECTS)
  • Module 3 Brand Mash-Up tools and perspectives 1 credit (ECTS)
  • Module 4 Brand Mash-Up Project 2 credits (ECTS) Group work

Further information

This course corresponds to the requirements of Master's level education.

Learning material

  • Aaker, D. & Aaker, J. L. 2016. What are Your Signature Stories? California Management Review, 58(3), pp. 49-65. doi:10.1525/cmr.2016.58.3.49
  • Besharat, A. (2010), “How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach”, Industrial Marketing Management, Vol. 39 No. 8, pp. 1240–1249.
  • Brodie, R. J., Glynn, M. S. & Little, V. 2006. The service brand and the service-dominant logic: Missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), pp. 363-379. doi:10.1177/1470593106066797
  • Calonius, H. (2006). Contemporary Research in Marketing: A Market Behaviour Framework. Marketing Theory, 6(4), 419–428.
  • Grönroos, C. (2017). On value and value creation in service: a management perspective. Journal of Creating Value, 3(2), 125-141.
  • Li, K., & Wang, X. (2019). HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE: A qualitative research on Supreme’s brand image from consumers’ perspectives.
  • Liewendahl, H. E., & Heinonen, K. (2020). Frontline employees’ motivation to align with value propositions. Journal of Business & Industrial Marketing.
  • Roosens, B., Dens, N., & Lievens, A. (2019). Quid pro quo: The impact of explicit brand mentions and reciprocity in brand alliance communications. European journal of marketing.-London, 53(2), 320-344.
  • Sipilä, M. & Ekström,Maria, k. 2019. Brand mash-up: Collaborations, partnerships & branding re-invented. [Vantaa]: Laurea University of Applied Science (Found as a book or a Kindle-version through Amazon
    Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582.
  • Rindell, A. (2013). Time in corporate images: introducing image heritage and image?in?use. Qualitative Market Research: An International Journal.
  • Rindell, A., Santos, F. P., & de Lima, A. P. (2015). Two sides of a coin: Connecting corporate brand heritage to consumers’ corporate image heritage. Journal of Brand Management, 22(5), 467-484.
  • Urde, M. (2013). The corporate brand identity matrix. Journal of Brand Management, 20(9), 742-761.
  • Wason, H., & Charlton, N. (2015). How positioning strategies affect co-branding outcomes. Cogent Business & Management, 2(1), 1092192. (Links to an external site.) OPEN ACCESS


The course will be evaluated on a scale of fail to 5.

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