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...
