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 -...
