Brand Strategy

Research Leads
Bjoern Asmussen and Dr Tom Farrell

The Brand Strategy Research Group (BSRG) has been formed by a team of researchers in the Department of Marketing who are interested in a broad range of brand strategy-related topics.

For example, luxury brands and exclusive brands, the emergence of branded content, dilemmas and practice of brand ethics, internal branding and brand values, the concept and application of brand attachment, issues relating to private labels and retail brands, brand communities, sub-topics around place and destination branding, and brand loyalty in contemporary contexts.

The overall goal of the BSRG is to help steer the research agenda in brand strategy internationally. We aim to achieve this through our academic and applied research projects, publications, innovative teaching, international collaborations with reputable partners, successful PhD projects and student dissertations, brand management workshops and seminars, consultancy, knowledge transfer projects and other activities intended to serve our key stakeholders (students, colleagues, the academic community, the business community, the local community and society at large). We welcome applications from potential doctoral candidates with intriguing brand-related research ideas and from practitioners who may be interested in exploring how our work might apply to their brands.


Members of the BSRG have conducted many academic and applied research projects. Recent examples include:

  • In collaboration with the Branded Content Marketing Association and Ipsos, the worldwide market research company. Bjoern Asmussen and his team are exploring the meaning, characteristics and future of branded content as a key marketing concept in the digital age, a project driven by practitioner relevancy.
  • For the marketing practitioner community, we have developed brand strategy master-classes; such as for a worldwide group of marketing executives at Red Bull.
  • We have launched the successful Brand Strategy Round Table event for marketing professionals in Oxfordshire and beyond. Recent events and topics have brought academics and practitioners together in a discursive environment with guest speakers. Topics have included the applicability of brand models (October 2013), luxury consumption and branding (May 2014), and embedding values into brands and organisational behaviour (November 2014).


Examples of recent grants awarded to the team:

  • Dr Nicoletta Occhiocupo and Dr Rebecca Pera (University of Piedmonte Orientale, Italy) were awarded internal grant funding in 2014 for collaborative research evaluating managerial perspectives on international brand strategy and value co-creation for exclusive brands through a multi-stakeholder approach.
  • In 2013, the team secured funding twice from the ESRC's Digital Social Research Community Activities Funding Scheme to examine the changing face of marketing strategy and customer engagement in the digital age.
  • Dr Tom Farrell was awarded internal funding in 2013 for a research project on luxury marketing and brand management.

Associated Staff

PhD Students

Examples of PhD student topics:

  • Arnold Japutra
    Topic: Antecedents and consequences of brand attachment.
  • Sandra Preciado
    Topic: Symbolic consumption of global fashion brands in cross-cultures.
  • Somhatai Timsard
    Topic: Brand loyalty and social media in the Thai beauty products industry.
  • Sung Ho Han
    Topic: Consumer-based global brand equity in the restaurant industry. Graduated: May 2013.




+44 (0)1865 48 58 58