Distinction - MKF2521 Exam Notes

Description

Distinction MKF2521 CURRENT Exam notes covering all materials in lectures, tutorials and readings (weeks 1 to 12 and additional materials). Uses helpful diagrams, examples and explanations to clearly cover everything in the unit. Topics include (not an exhaustive list): - Introduction to brand management - The function of brand management in marketing context - Customer-based brand equity (CBBE) - Brand resonance - Brand positioning - Brand elements - Integrated marketing communications (IMC) - Leveraging secondary brand associations - Measuring brand equity - Brand extensions - Branding new products - Reinforcing brands - Revitalising brands - Retiring brands - International brand management - Conducting a brand audit - Strategic brand management