The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here: https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

Lund Brand Management Group

På svenska

Lund Brand Management Group (LBMG) is a research group founded 2010 at Lund University School of Economics and Management in Sweden. Our research focuses on strategic brand management.

Our research purpose is to develop the understanding of brand phenomena as part of business, society and the world around us at large. We are particularly interested in how strong, sustainable, and valuable brands are built and managed over time.

Mission

At the LBMG we take a broad management perspective. Our mission is to develop useful tools and theories for the application in practice of managing brands, and to forward the academic field of strategic brand management.

LBMG research topics

  • Brand orientation and market orientation (paradigms)
  • Brand identity, communication and positioning
  • Brand equity and the brand value chain (financial aspects)
  • Leadership in organisations with strong brands: Continuity and change
  • Corporate brand management / Product brand management
  • Managing portfolios of brands (brand structure and strategy)
  • Reputation and image  
  • Time and brands: Heritage, authenticity and track record
  • Digitalisation of brands and their management
  • Driving forces behind consumers' purchase decisions in relation to branding.

Our publications

Selected research output – Lund University Research Portal

Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Öka andelen hållbar konsumtion genom att fokusera på rätt hållbarhetsmål i varumärkesarbetet

Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective

Tillväxten av nya användare för Amazon.se har mattats av det senaste halvåret, men tillväxtpotentialen är fortfarande stor bland generation Y och Z

Lund Digital Trust Survey 2022

Amazon.se – ett år efter lanseringen. Hur blev det och hur kommer det att bli med försäljning och varumärkeskapital?

Hållbar eller ohållbar – det är frågan? Svenskars magkänsla om hur ohållbara och hållbara varumärken är och hur detta stöds i företagens kommunikation

Find researchers via Lund University's research portal

Several of the researchers in LBMG are active researchers at the field of marketing at the Department of Business Administration here at LUSEM. But we also bring together researchers from other universities and professional marketers with links to academia.

Contact

Johan Anselmsson
Professor

Student theses and essays

You’re very welcome to read our student papers series:

The Strategic Brand Management: Master Papers Series is a collection of papers written in a journal format by master students.

Masters Paper Series: Strategic Brand Management

The Corporate Brand Management and Reputation: Master Cases Series is a collection of written cases with presentation material and teaching notes. All material is free to use and download via LUP – the Lund University Student Papers database.

Masters Case Series: Corporate Brand Management and Reputation

14 Feb 2024