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Table Of Contents

Brand Management
KeytoBranding
Key to Branding
Example:Samsung
Example: Samsung
What is Brand and BrandManagement? Brand Management?
BrandMantras Brand Mantras
BrandElements Brand Elements
Group Discussion: PersonalBranding Personal Branding
ReviewofLectureOne Review of Lecture One
Possible Advantages ofBrandingStrategy of Branding Strategy
Recent Developments ofBrandManagement of Brand Management
BrandPower Brand Power
New Brand Challenges Challenges
The Customer/Brand Challenge Challenge
Group Discussion: BrandingaNation Branding a Nation
Briefing on IndividualAssignment Individual Assignment
ReviewofLectureTwo
Review of Lecture Two
Re-definingBrand Re-defining Brand
BrandEquity Brand Equity
Brand Equity Pyramid
Brand-Product Relationship Relationship
ReviewofLectureThree Review of Lecture Three
ProductLifeCycle
Product Life Cycle
4P/4CandBranding 4P/4C and Branding
STPofMarketing STP of Marketing
Segmentation andBranding and Branding
Positioning andBranding and Branding
Differentiation andBranding and Branding
BrandImages Brand Images
ReviewofLectureFour Review of Lecture Four
Choice of Route for BrandDevelopment Brand Development
High-Budget Route of BrandBuilding Brand Building
Low-Budget Route of BrandBuilding Brand Building
Above-the-Line vs Below-the-Line Below-the-Line
Qualification Mark and ExternalAccreditation External Accreditation
PrivateBrand Private Brand
ReviewofLectureFive Review of Lecture Five
Brand Name Strategies Strategies
Considerations of DecidingBrandName Deciding Brand Name
Classification of BrandNames Brand Names
Change of Brand Names Names
Effective Brand Names Names
BrandNameSpectrum Brand Name Spectrum
Role of Design in BrandManagement Brand Management
Brand Attributes in whichDesignplays which Design plays
ShapeandColour Shape and Colour
Evolution of Brands/Logos Brands/Logos
ReviewofLectureSix Review of Lecture Six
Advertising as a MarketingInstrument Marketing Instrument
Objectives of Advertising Advertising
Functions of Advertising Advertising
Two Forms of AdvertisingExecution Advertising Execution
Operating Aspects of Advertising Advertising
AdvertisingBudgets Advertising Budgets
Milestones in MediaHistory Media History
Old Media vsNewMedia vs. New Media
Story-Telling Story-Telling
Four elements of Story-Telling
Story-Telling
Legal Protection of Brand Brand
What a Trademarkcovers Trademark covers
Instruments of BrandStrategy Brand Strategy
Single Brand Strategy -LineExtension -Line Extension
Line Extension over ProductLifeCycle Product Life Cycle
Environment of BrandManagement
Competitive Forces of MichaelPorter Michael Porter
Multi Brand Strategy - BrandExtension Brand Extension
Brands in a BrandPortfolio Brand Portfolio
Strategies for building aBrandPortfolio a Brand Portfolio
Rationalisation of BrandPortfolio Brand Portfolio
BCG Growth-ShareMatrix Growth-Share Matrix
ReviewofLectureEight Review of Lecture Eight
ExtensionStrategy Extension Strategy
Six applications of ExtensionStrategy Extension Strategy
Hazards related to ExtensionStrategy Extension Strategy
Strong Company Endorsement Endorsement
Weak Company Endorsement Endorsement
Group Discussion:
ReviewofLectureNine Review of Lecture Nine
Importance of Brand toanyorganisation to any organisation
BrandEquityrevisited Brand Equity revisited
Components of BrandEquity Brand Equity
BrandMonitor Brand Monitor
InterBrandApproach InterBrand Approach
BrandAudit Brand Audit
BrandInventory Brand Inventory
BrandExploratory Brand Exploratory
ReviewofLectureTen Review of Lecture Ten
MarketResearchABC
Market Research ABC
Market Research: Definetheproblem
Define the problem
DefinetheObjectives
Define the Objectives
MarketAnalysisABC
Market Analysis ABC
Market Analysis: SWOTAnalysis
SWOT Analysis
ShopperAnalysis Shopper Analysis
HowShopperShops How Shopper Shops
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Introduction to Brand-Lecture Notes

Introduction to Brand-Lecture Notes

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Published by: Cara_C on Mar 21, 2012
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