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Lecture 9 slides

The evolution of marketing: then and now Connected age and opportunities Changes in the mindset Micro-moments and consumer persona New media channels Content...

Lecture 8 slides

Marketing, branding, and marketing communications How advertising works The six-M model of marketing communication Creativity in marketing communication Constructing a creative brief Best...

Lecture 7 slides

 Self comes to mind 2.  Crafting a customer persona  From customer-centric to customer journal centric Lecture 7 - Understanding the customer

Lecture 6 slides

Meaning-based branding 2. Meaning makers How brands acquire cultural meaning Lecture 6 - Brands exist and belong to a greater culture  

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 -...

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