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Lund Brand Management Group

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.


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.


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