CV. Date: 14 th March, 2012

Transcription

1 CV. Date: 14 th March, 2012 PhD Strategic Brand Management Associate Professor Department of Industrial Marketing School of Engineering and Industry Management, KTH Telephone: (46) Cellular +46(7) Name: Henrik Uggla 1.2 Date of Birth: (9 th May 1965) 1.3 Gender: Male Contact: Henrik Uggla INDEK/KTH Lindstedtsvägen Stockholm Sweden Phone: Cell Fax Current Position Lector of Industrial Marketing Faculty member at School of Engineering and Industry Management, KTH Employed full time by KTH since August Earlier Academic Employments: Employed as lector of Marketing Strategy by School Of Business from june 2000 to December EXAMINATION AND EVALUATIONS 2.1 College Degrees PhD Business Administration in Strategic Marketing, Stockholm University School Of Business, May (M.S.B.A) Master of Business Administration in Organization Theory, June

2 Master Of Upper Secondary and Adult Education Stockholm College of Teaching (Lärarhögskolan i Stockholm) Bachelor Of Cognitive Psychology and Personality Theory, Psychological Institution, Stockholm University, Associate Professor Degree: Awarded Associate Professor Degree Of Strategic Brand Management (Docent i Varumärkesstrategier) by KTH, Indek by the former Head master of KTH, Anders Flodström in November SCIENTIFIC MERITS (VETENSKAPLIGA MERITER) 3.1 Research Profile Focused on intersectional issues between strategic marketing and strategic brand management. A special interest in brand alliances and strategic brand systems from a multi-intentional perspective (e.g., leader brands versus partner brands and primary versus secondary brands). A true research passion for down-stream strategic (micro-and-macro) strategies with several involved brand along a supply chain, in particular, ingredient marketing and ingredient branding strategies. 3.2 Planned Research Future Research efforts will bring the ingredient branding perspective into the consumer realm with primary and secondary data from the fmcg-sector. For examples differentiation at product branding level through ingredient co-branding of global consumer brands (Mc Flurry with Daim Inside or Oreo Inside (Mc Donalds). Segmentation issues within ingredient marketing (The selection of diverse ingredient brands for different quality host brands such as Bianchi, Crescent and Monark in the group Cycleurope). Also a future interest in general brand leveraging within hi-technology marketing and innovation (vertical line and brand extensions from Intel Inside, Gore-Tex, Lycra only by Dupont, etc. In addition, research will be further developed based on pre-studies on luxury co-branding and luxury marketing on a comparative basis (luxury cobranding in Europe vs. luxury co-branding in the U.S marketplace. These studies will further develop the foundation for brand alliance strategies on a psycho-semiotic and cognitive basis. 2

3 3.3 Numbered Publication lists 1)Uggla, H (2004) "The brand association base: A conceptual model for strategically leveraging brand equity" The Journal Of Brand Managmement, November, vol 12, Nr 2 pp )Uggla, H. (2006) Corporate Brand Association bases, Accepted and copyright transfered for European Journal Of Marketing, Vol 40, special issue on Corporate Marketing, no 7/8 Fall Uggla, H. (2001) Organisation av Varumärken, Liber Ekonomi, Malmö, Sweden 4) Uggla, H (2005) Positionering, Liber Ekonomi. 5) Uggla, H (2002) Brand Extension, Liber Ekonomi. 6) Uggla, H and Åsberg, P (2011) Leveraging the Luxury Partner-Brand: Strategic Portfolio Motives The Indian Journal Of Brand Management, Vol. VII, No. 4, pp. 7-19, December ) Uggla, H and Filipson, D (2009) Ingredient Branding: Strategic Guidelines, The Indian Journal Of Brand Management, Vol. VII, No. 4, pp. 7-19, December ) Uggla, H and A Psycho-Semiotic Research Agenda for Strategic Brand Alliances The IUP Journal of Brand Management, May-June, 2010, Refereed and peer reviewed publications in International Journals Uggla, H (2004) "The brand association base: A conceptual model for strategically leveraging brand equity" The Journal Of Brand Managmement, November, vol 12, Nr 2 pp Uggla, H. (2006) Corporate Brand Association bases, Accepted and copyright transfered for European Journal Of Marketing, Vol 40, special issue on Corporate Marketing, no 7/8 Fall

4 Uggla, H. (2005) Make or buy Brand Equity in Marketing, Accepted for Journal Of Marketing Management ( not published) Uggla, H (2008) and Veric Hira, Strategic Direction, Volume 24 No 9, September, pp 3-5 Uggla, H and A Psycho-Semiotic Research Agenda for Strategic Brand Alliances The IUP Journal of Brand Management, May-June, 2010, Uggla, H and Åsberg, P (2011) Leveraging the Luxury Partner-Brand: Strategic Portfolio Motives The Indian Journal Of Brand Management, Vol. VII, No. 4, pp. 7-19, December 2010 Uggla, H and Filipson, D (2009) Ingredient Branding: Strategic Guidelines, The Indian Journal Of Brand Management, Vol. VII, No. 4, pp. 7-19, December 2010 Uggla, H and Filipson, D (2009) Business and Brand Strategy: A Framework for Integration, The IUP Journal Of Business Strategy, June Other publications (book chapters) and books. Uggla, H. (2001) Organisation av Varumärken, Liber Ekonomi, Malmö, Sweden Uggla, H. (2001) Varumärkesarkitektur, strategi, teori och kritik, Liber Ekonomi, Malmö, Sweden. Uggla, H. (2002) Brand Extension, Affärsutveckling genom varumärket, Liber Ekonomi, Bättre Ledarskap. Uggla, H (2002) Building and Sustaining Brand Equity in the Imaginary Organization: Rationale, Criteria and Modeling Managing Imaginary Organizations : A New Perspectives on Business, pp Uggla, H. (2002) Brand Portfolio Strategy, PhD Brand Management Publsihing group Sweden. Uggla, H. (2004) Varumärkesstrategi för säljare, IHM publishing, Göteborg Uggla, H Ed. (2005) Creating Brand Alliances PhD Brand Management Publsihing group Sweden. Uggla, H. (2005) Positionering, Liber Ekonomi, Bättre Ledarskap. Uggla, H. (2011) Marknadsföring i Verkligheten, Studentlitteratur, Malmö. 4

5 Comments to other publications Editor in Chief for the global anthology Creating Brand Alliances, featuring world class research in brand alliance strategy by leading edge authors, published several book chapters among the most famous Brand Equity In the Imaginary Organization,(see other publications and booklist above, Hedberg and Yakhlev ed). Published over 20 popular business articles on brand management and strategic marketing. 3.4 Fundings: Volvo Research Foundation: Handelsbankens Forskningsstiftelser (---) 3.5 Other Scientific Merits Lectures in the U:S once or twice a year in scientific conferences, member of Semiotic Society Of America and American Marketing Association (AMA) Applying for preliminary membership In APA (American Psychological Association from 2011). Seminal intersectional scientific methodological work on psycho-semiotic methodology 4. PEDAGOGIC MERITS 4.5 Pedagogic Education Five year pedagogic education from Lärarhögskolan I Stockholm, Diploma in Upper Secondary and Adult Education (see 2.1 above) 4.6 Pedagogic Development : Developed the cours platform Brand Management and Communication and all intrinsic courses in 2005, part of the development group of Lars Uppvalls courses and developer of the course ME 2066 Strategy and Marketing. Head of Strategic Brand Management courses at the famous private institution Berghs School Of Communication between , developed three courses for Berghs during that period. 4.7 Pedagogic Prizes Stipend from Brand Eye group 2008 for extreme pedagogic and research oriented contribution to the lager brand leverage discourse. Three of Henrik Ugglas exjobbs have been granted 1-3places in ICA uppsatstävling. 4.8 Popular Science Contributions: Speaker in public and private sector and frequently quoted author in popular media relating to strategic marketing and brands in Sweden and lager Scandinavia Tutoring and exam thesis: 50 exjobb at KTH since 2004 (check with headmaster Thomas Westin for source credibilità. Tutor for over 30 master thesis (D-uppsats) at Stockholm University Business School between 2000 and 2002, among them: three award winning (see 4.7 above). 5

6 4.9.2 Licentiate and PhD Thesis: one: Sven Bergwall 2010: Current Ph. D students Four Industrial PhD Students: year of acceptance: 2010 december Other Pedagogic Development work Contributes to courses on all levels at Indek: graduate, postgraduate and Ph.D Level. Corse development on all levels except for the freshman corse. 5. OTHER ASSIGNMENTS (ÖVRIGA UPPDRAG) 5.1 Administrative Assignments Other expert and leadership assignments of importance: Reviewer for many strategic marketing and brand oriented journals. Requested for second opinion on Brand Strategy by many public and private institutions in Sweden and larger Scandinavia. 5.3 External Contacts and External issues: Short listed among most important speakers within Strategic Marketing and Strategic Brand Management in Scandinavia, over real time hits on Google, ( hits April, 19 th 2011) Business life interaction: Requessted as academic expert consultant and speaker Company Board Assignments Other 3 rd mission Assignments A broad international academic expert consultancy portfolio experience from over 100 companies including fmcg- goods, service, industries, high technology businesses, expertise consulting to professional brand strategists, selected examples include: Intel Europe, Munich Cloetta Sweden AB Cycle Europe Audi Scandinavia 6

7 Bambino MAM group Nederman Nokia Telia Sonera Talarforum International Folkpool Boxer Media Access Essen International Lindeberghs Grant Thornton : the accountancy network. TRITONI group (Triwa watches) IIU Institute Of International Education 6. SUMMARY Name: Henrik Uggla Date of Birth: (9 th May 1965) Gender: Male Current Position Lector of Industrial Marketing Faculty member at School of Engineering and Industry Management, KTH Employed full time by KTH since August PhD Business Administration in Strategic Marketing, Stockholm University School Of Business, May (M.S.B.A) Master of Business Administration in Organization Theory, June 1996 Master Of Upper Secondary and Adult Education Stockholm College of Teaching (Lärarhögskolan i Stockholm) Bachelor Of Cognitive Psychology and Personality Theory, Psychological Institution, Stockholm University, Associate Professor Degree: Awarded Associate Professor Degree Of Strategic Brand Management (Docent i Varumärkesstrategier) by KTH, Indek by the former Head master of KTH, Anders Flodström in November Number Of Peer Reviewed Articles in Scientific Journals with peer review system during the last five years: 6 Current number of PhD Students: 4 7

8 Industrial PhD Candidates Tutor for In House PhD Sven Bergwall that received his exam in Summary Of Pedagogic Merits: Five years of College Education in Pedagogics, developed four graduate courses, one post graduate course and one PhD course at the KTH. One of Scandinavias most requested speakers on Strategic Marketing and Strategic Brand Management. Held my own courses in Excecutive MBA Brand Management for the Future at School Of Business,Stockholm University, Internal Websites: External Websites: eadwords&gclid=cpo-unkgmqgcfuwhdgodvdzocq Field of Expertise Strategic Brand Management Brand Portfolio Strategy (Dynamic/country sensitive brand architecture, brand portfolio role development sustainability strategy over time) Strategic Brand Consolidation Brand Leveraging Strategy (including brand extension, line extension and co-branding strategy, ingredient branding licensing, collateral licensing) Integration of Business and Brand Strategy Post Graduate Education Ph.D Strategic Marketing, School Of Business Stockholm University, may Associate Professor Brand Strategy Royal Institute Of Technology,Nov MSBA. Strategic Marketing Stockholm, University 1996 Other Academic Education and Diplomas 8

9 Master of upper secondary and adult education, Stockholm College of Teaching 1996 Bachelor of Cognitive Psychology, Stockholm University 1996 Entreprenurial Skills Founder of Ph..D Brand Management Founder of Book Pulishing Brand PhD Brand Management Publishing Group Brand Equity One of the most well-known brand strategists in Europe with respect to brand recognition: hits on Google (February 2009). Chronology of Employment and professional activities during the last eight years ( ). May 2000 Ph.D Diploma School Of Business Stockholm University June 2000 Employed by Stockholm University Full Time as lector in Marketing January 2001 to December 2003 sponsored by VOLVO research foundation (25% research 75% employed) January 2004-June 2006 Full Time research at KTH/Brand Management by Invitation of Professor Jonathan Schroeder, guest professor and graduate from The HAAS School Of Management at Univ California. Post Doctoral Research on co-branding and Strategic Brand Alliances. July 2006 Employed by KTH by competitive selection as lector of Strategic and Industrial Marketing Scrutinized by board of Professors in Strategic Marketing and Branding and selected as Associate Professor (Docent) in Brand Strategy highest diploma offered in the academic world. Appendix I. Publishing (Including Books Academic Journals, Popular Brand Articles). International Scientific Publications Uggla, H (2004) The brand association base: A conceptual model for strategically leveraging partner brand equity Journal Of Brand Management Vol 12, No 2,

10 Uggla, H (2006) The Corporate brand association base: A conceptual model for the creation of inclusive brand architecture European Journal Of Marketing, Vol 40, No 7/8 pp (This article was selected for emerald alert and mailed to marketing professors in the United States during last quarter of 2006). Forthcoming Scientific Publications,2008. Uggla, H and Verick H (2008) Strategic Brand Management Decision: The case of Sony Ericsson Walkman Strategic Direction (September) Uggla, H and Filipsson, D (2008) Ingredient Branding: Strategic Guidelines Indian Journal Of Brand Management. Uggla, H (2008) Persons as leader brand Indian Journal Of Brand Management. Proceedings About 20 international proceedings, from marketing conferences in the United States and Europe. Proceedings from Italian conferences include the Euram conference at Bocconi. Books Uggla, H (2004) Organisation av Varumärken Liber Ekonomi, Malmö, Sweden Uggla, H (2005) Varumärkesarkitektur, Liber Ekonomi, Malmö Uggla, H (2006) Positioning: Trends and Tendencies: Liber Ekonomi, Malmö, Sweden. Book Chapters Uggla, H (2006) Managing leader and partner brands in Schroeder, J and Salzer-Mörling eds, Brand Culture, Routledge. Uggla, H (2005) Conceptualizing, Measuring and Managing brand association bases in Hedberg, B, Baumard, F and Yakhlef, A Managing Imaginary Organizations, Pergamon Press, England. Anthologies Uggla, H (2006) Creating Brand Alliances PhD Brand Management Publishing Group, Sweden: A Global Anthology on outstanding research on brand alliances, edited by Henrik Uggla. This volume is course literature at KTH and has been literature in workshops at Intel Europe. Uggla, H (2007) Brand Portfolio Metaphors, PhD Brand Management Publishing Group, Sweden This anthology revolves around the most recent trends in brand portfolio strategy. The 10

11 anthology is course literature at postgraduate courses at KTH, Sweden. International Academic Lectures ( ) Madrid (Polytechnica de Madrid) Montenegro (University of Montenegro) Finland (University of Oulou and ) Brand Coaching and Workshops Shortlisted at Speakers forum Scandinavia in Brand Management Own courses in brand and business strategy given at the famous private school Berghs School Of Communication, Stockholm Sweden Keynote speaker and brand coach at the close consultancy network 11