Brand Management Summary

Description

This is a summary of Brand Management week 1-12. There is no week 12 due to reviewing week. Week 1 - Introduction to Brand Management Week 2 - Customer Based Brand Equity (CBBE) Model Week 3 - Brand Positioning Week 4 - Brand Elements Week 5 - Customer Relationship Week 6 - Communications Week 7 - Leveraging Secondary Associations Week 8 - Measuring Brand Equity and BAV Week 9 - Brand Portfolios and Brand Extensions Week 10 - Managing Brands Over Time Week 11 - Brand Crisis This note is based on the lecture and reading of Semester 1, 2018. Also, it includes some extra information. This material is ready for the open-book exam. Very useful and contains explanations for certain aspects.