Laurent Muzellec

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MANAGING the MSc. in Digital Marketing Strategy (TCD) CONSULTING/ TRAINING: Advising companies on digital marketing opportunities and facilitating managerial workshops on digital marketing strategies and tactics at executive level. Topics include Digital Marketing Strategy, Brand management, behaviour of the connected consumer, social media marketing, SEO and SEA LECTURING in Digital Marketing, Social Media Marketing, Brand Management at Master and MBA level. RESEARCHING digital business model eco-system, credibility of e-Wom, influence and Social Network Sites, Virtual and fictional brands, rebranding

rebranding corporate branding branding brands fictional brands virtual worlds reverse product placement brand equity muzellec marques brand digital marketing startup business model apps retail children mobile marketing moments of truth google television programs *product placement brand awareness facebook social media marketing fan pages film brand definition essca freemium internet two sided networks web business model product placement second life brand management brand precession virtual brands brand architecture rebranding reputation case stud corporate brand muzellec b2b branding mergers and acquisitions corporate reputation brand naming brand image brand identity guinness diageo brand name changement de nom marq

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Laurent Muzellec

Two-sided Internet platforms: A business model lifecycle perspective

Children's experience of retailers' mobile applications

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Ewom credibility on social networking sites a framework

Reverse product placement, fictional brands and purchase intention:Fancy a coffee with Friends in ‘Central Perk’?

Virtual fictional brand management and innovative branding model

virtual and fictional brands and branding

Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland

Leveraging brand equity in business-to-business mergers and acquisitions

Corporate rebranding: impact on brand equity

Corporate Brand Naming

corporate rebranding and its effect on consumer attitudes

Le Nom des Marques 2007