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ME2026 Brand, Trends and Traditions 6.0 credits

The course enables an in-depth understanding of different brand perspectives and directions in the contemporary marketplace. The course revolves around five different brand management discourses that is juxtaposed and discussed from ontological and epistemological perspectives.

Course offering missing for current semester as well as for previous and coming semesters
Headings with content from the Course syllabus ME2026 (Autumn 2012–) are denoted with an asterisk ( )

Content and learning outcomes

Course contents

  • Brand as a marketing and cultural metaphor
  • The protective and law oriented brand direction
  • The Strategic Brand discourse
  • The cultural and radical brand discourse
  • The equity direction
  • Semiotic brand onthology & epistemology

Intended learning outcomes

  • To understand the brand from a macrosociologicla and idéah historical view-point
  • To gain normative insights in pragmatic and normativ brand
  • To gain insight into the brand management trends

Course disposition

No information inserted

Literature and preparations

Specific prerequisites

ME1023 Industrial Marketing, or similar.

Recommended prerequisites

ME1023 Industrial Marketing, or similar.


No information inserted


Kapferer, JN och Bastien, V (2009); The Luxury Strategy: Freak the rules of Marketing to Build Luxury Brands, Kogan Page.

Examination and completion

If the course is discontinued, students may request to be examined during the following two academic years.

Grading scale

A, B, C, D, E, FX, F


  • LIT1 - Literature Task, 6,0 hp, betygsskala: A, B, C, D, E, FX, F

Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.

The examiner may apply another examination format when re-examining individual students.

Other requirements for final grade

Assessment of group project and case analyses.

Opportunity to complete the requirements via supplementary examination

No information inserted

Opportunity to raise an approved grade via renewed examination

No information inserted


Profile picture Henrik Uggla

Ethical approach

  • All members of a group are responsible for the group's work.
  • In any assessment, every student shall honestly disclose any help received and sources used.
  • In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.

Further information

Course web

Further information about the course can be found on the Course web at the link below. Information on the Course web will later be moved to this site.

Course web ME2026

Offered by

ITM/Industrial Economics and Management

Main field of study

Industrial Management

Education cycle

Second cycle

Add-on studies

No information inserted


Henrik Uggla,, +46 8 790 87 34

Supplementary information

Established Spring 2007 

Replaces 4D1079