Professional Documents
Culture Documents
LECTURER
AnhHVQ
Email: AnhHVQ@fe.edu.vn
COURSE CONTENT
1. Brands and Brand Management
2. Customer Based Brand Equity (CBBE)
3. Brand Resonance & Brand Value Chain
4. Choosing Brand Elements to Build Brand
Equity
5. Designing Brand Marketing Programs
6. Integrating Marketing Communications to
Build Brand Equity
7. Leveraging Secondary Brand
Associations to Build Brand Equity
8. Measuring Brand Performance
9. Corporate Brands & Brand Strategy
10.Growing and Sustaining Brand Equity
Chapter 1
Brands and Brand
Management
Sources: Based on Inter-brand, “Best Global Brands 2010.” Yahoo! Finance, February 11.
Sources: Based on Inter-brand, “The 100 Most Valuable Global Brands,” 2017.