Daily Archives: Dec 13, 2022
Lecture 1 slides
1.Branding defined
Branding and marketing
Brand identity and brand elements
Brand mantras/brand essence
Brand meaning
2.Types of brand
3.Why do brands matter?
4.Who are brand managers?
Lecture 1-...
Lecture 1 – Readings
GUIDE TO READINGS
Approaching Brand Management readings
There are a lot of articles on this reading list. I do not expect you to read them all...
Lecture 2 slides
Brand resonance pyramid model
How the brand is bought and seen
BrandAsset® Valuator method
3. Consumer psychology of brands
Lecture 2 - Brands exist...
Lecture 2 – Readings
Lecture 2 - Guide to Readings
Reading 2.1 - Conceptualizing, measuring, and managing customer-based brand equity
Reading 2.2- Reflections on customer-based brand equity Reading 2.3 -...
Lecture 3 slides
Brand positioning
Crafting a brand positioning statement
Target customers (for whom, for when, and for where?)
Value claim (what value?)
Creating relevance (value pyramid...
Lecture 3 – Readings
Lecture 3 - Guide to Readings
Chapter 2 - Customer-based Brand Equity and Brand Positioning
Reading 3.1 - Human motivation - how and why we seek...
Lecture 4 slides
Brand portfolio strategy
Mono-brand portfolio (a branded house)
Multi-brand portfolio (a house of brands)
Sub-branding portfolio
Endorsed branding portfolio
Hybrid portfolio
Returns and...
Lecture 4 – Readings
Lecture 4 - Guide to Readings
Chapter 11 - Designing and implementing brand architecture stategies
Reading 4.1 Creating a powerful brand portfolio
Reading 4.2 - Brand relationship...
