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Oxford Brookes Business School
+44 (0) 1865 485897
Bjoern works on various projects related to his two key research areas of brand management and marketing communications.
Bjoern has a particular interest in Research & Knowledge Exchange between marketing academia and practice. On that basis, he has organised and run several networking events over the years called Brand Strategy Round Tables. These events provide a platform for knowledge exchange between academic researchers, teachers, and marketers working in the industry. He is also the co-lead of the Brand Strategy Research Group, an informal group of marketing academics and practitioners who are interested in all kinds of brand management-related topics. As co-lead of this group, he has led and recently completed a collaborative research project with the BCMA (Branded Content Marketing Association) and the worldwide market research company IPSOS on the topic of ‘Defining Branded Content for the Digital Age’. The results of this research project are now widely used internationally in marketing industry practice as well as academia.
Bjoern has presented the results of his research projects widely at a number of conferences in Europe and the US. Furthermore, as a result of his research, he has become an advisor to the Branded Content Marketing Association, the Institute of Branded Content, and the Branded Content Research Network. He has also become a judge for The Drum Content Marketing Awards in 2018.
The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account.
Asmussen, B., Wider, S., Williams, R., & Canter, A. (2018): Defining Branded Content: Three Key Findings. In: Fifteen Years – A Branded Content Story, pp. 26-32, Branded Content Marketing Association: London.
Asmussen, B., Williams, R., Wider, S. & Canter, A. (2015): Defining Branded Content for the Digital Age. The experts’ views from phase two of the collaborative research project. In: Best of Branded Content Marketing, Global Edition, pp. 93-98. ebook article published in December.
Asmussen, B., Canter, A., Butler, A. and Michels, N. (2014): Towards the Future of Branded Content. In: Kirby, J. (ed.): The Best of Branded Content Marketing, 10th Anniversary Edition (ebook), pp. 93-100, Branded Content Marketing Association: London.
Asmussen, B., Wider, S., Williams, R., Stevenson, N., Whitehead, E. & Canter, A.: Defining branded content for the digital age. The industry experts’ views on branded content as a new marketing communications concept. A collaborative research project commissioned by the BCMA and conducted by Oxford Brookes University and Ipsos MORI. Published in June 2016.
Asmussen B, Harridge-March S, Occhiocupo N, Farquhar J, 'The multi-layered nature of the internet-based democratization of brand management' Journal of Business Research, 66 (9) (2013) pp. 1473-1483.
Bjoern is a Senior Lecturer in Marketing.
Bjoern has developed and teaches a number of modules on brand management and marketing communications, for example, Product and Brand Management, Innovation in Product and Brand Strategy, Brand and Marketing Communications, Integrated Marketing Communications, and Campaign Management. He has also taught Brand Management on international executive training courses (Red Bull) and supervises undergraduate and postgraduate dissertation students in his areas of research. As part of his teaching he has collaborated with organisations such as Harley-Davidson, Rolls-Royce, Facebook, Amazon, Lego, Vodafone, Orange, Ipsos, McCann Erickson, Oxford University, and Oxfam as well as the Market Research Society, the Association for Qualitative Research, and the Branded Content Marketing Association.
Bjoern brings to the faculty a wealth of industry experience, gained prior to joining Oxford Brookes University in October 2007. He worked over a period of over 10 years in a range of marketing disciplines such as branding, advertising, digital, sales, and media. Based on this comprehensive experience, Bjoern then specialised in brand strategy consulting and worked as a Senior Strategic Planner for advertising agency Saatchi & Saatchi in Frankfurt, before becoming Head of Strategy for Figtree, the London-based brand management consultancy (now part of Prophet). During his time in the marketing industry, Bjoern has worked as a consultant for many organisations, including Procter & Gamble, Disney, Orange, and T-Mobile. He has commentated on brand management issues for the BBC and given guest lectures at universities in the UK and abroad.