Frans Melin

Senior Lecturer, PhD, Bachelor of Science

Research areas and keywords

UKÄ subject classification

  • Business Administration


  • Branding, Brand management


My main research area concerns strategic brand management, which theoretically is positioned in the intersection of marketing, strategy and organization.  Using both qualitative and quantitative methods I an especially interested in studying brand orientation, a min-set where the brand is perceived as the hub of the organization.  Currently I am primarily focusing on analyzing the key drivers of brand orientation, on understanding the specific challenges of adopting a brand oriented min-set and on investigating the relationship between brand orientation and organizational performance in the private, public and non-profit sector.


1. Teaching/Course responsibility:

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Strategic Brand Management

- Course code: BUSN21

- Number of clock hours: 50



(if there is more teaching, continue downwards)

2. Supervision of theses (including theses completed by Feb-19):



3. Examiner of theses (including theses completed by Feb-19):

Undergraduate level (number of theses 2018):




4. Briefly describe development work in education – renewal of curriculum and/or pedagogical development:





5. Involvement of guest teachers:



6. Programme responsibility (name of programme)



7. Additional work in education (e.g. planning, implementation, and pedagogical leadership)





8. Briefly describe your work with IT-supported teaching and learning 





9. Production of cases, publications on teaching and learning, teaching materials and textbooks



Recent research outputs

Johan Gromark & Frans Melin, 2013 Sep 2, In : Journal of Marketing Management. 29, 9-10, p. 1099-1123 25 p.

Research output: Contribution to journalArticle

Johan Gromark & Frans Melin, 2011 Apr, In : Journal of Brand Management. 18, 6, p. 394-410 17 p.

Research output: Contribution to journalArticle

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