BRAND MANAGEMENT (MKT624)

Table of Content
Lesson No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45

Title / Topic
Page No.
1
Understanding Brands-Introduction
7
Understanding Brands-Introduction (Continued)
11
Brand Manifestations/ Fundamentals
16
Brand Manifestations/ Fundamentals (Continued) .
19
Brand Challenges ..
25
Strategic Brand Management
29
Brand Vision ..
Building Brand Vision
35
Building Brand Vision (Continued)
38
Brand Picture .
43
Brand Persona
48
Brand Contract
53
Brand Contract (Continued)
56
Brand Contract (Continued)
59
Brand Based Customer Model
62
Brand Based Customer Model (Continued)
66
Positioning
69
Positioning (Continued) .
72
Positioning - Guiding Principles
75
Positioning - Guiding Principles (Continued) ..
79
Brand Extension
82
Line Extension
87
Brand Extension/ Diversification
89
Positioning The Base of Extension
93
Developing the Model of Brand Extension
97
Brand Portfolio ..
101
Brand Architecture
105
Brand Architecture (Continued) .
110
Channels of Distribution .
115
Creating Value
119
Co-Branding
124
Customer Response Hierarchy
128
Advertising ..
133
Advertising (Continued)
136
Sales Promotions
140
Other Communication Tools .
143
Pricing
147
Pricing (Continued) .
150
Return on Brand Investment .
154
Brand Dynamics
160
Brand-Based Organization .
163
Service Brands
167
Brand Planning ..
172
Brand Planning Process
176
Brand Plan ..
180