Brand Management Summary
Subject notes for MBS MKTG90006
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.