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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...

Lecture 5 slides

Why do companies extend brands? How to leverage existing brands? How customers evaluate brand extensions? Naming brands Lecture 5 - Leveraging meaning-based assets -...

Lecture 5 – Readings

Chapter 12 - Brand extensions Reading 5.1 - Brand extensions and flanker brands Reading 5.2 - Brand extensions the good the bad and the ugly Reading 5.3...

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