Sebastian S. Kresge Professor of Marketing & Director of Yaffe Center for Persuasive Communication; University of Michigan’s Ross School of Business
Rajeev Batra’s research interests include the strategy and tactics of brand-building; global branding and advertising; marketing issues in emerging markets; emotional advertising: processes, role, measurement and effects; consumers’ attitude structure toward brands and brand personality; repetition effects; and advertising budgeting.
Rajeev Batra has 4 products available, viewing 1-4.
Note on Nation Branding
This conceptual note gives students a brief overview of the emerging field of nation, or country, branding. Nation branding, a term coined in the late 20th century, is an approach…
Publication Date: 05/11/2009 Product ID: 1-428-772
Branding Israel (A)
This case study teaches students about the concept of nation branding through a real-world project that has been designed to understand and affect the public’s perceptions of the nation of…
Publication Date: 04/08/2009 Product ID: 1-428-725
Branding Israel (B)
This short case provides an update to the Branding Israel Case A, which was focused on understanding and affecting public perception of Israel. Case B presents students with information regarding…
Publication Date: 04/08/2009 Product ID: 1-428-823
P&G: Engaging Customers Through Branded Entertainment
This case presents the novel approach Procter & Gamble (P&G) has taken to weave advertising into entertainment. As media channels have become more fragmented, P&G has developed branded entertainment campaigns…
Publication Date: 03/01/2009 Product ID: 1-428-774