Monash

Semester 1, 2018


Distinction - MKF2521 Exam Notes

10 pages

1,832 words

$29.00

1

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