These notes have been formulated based on weekly readings, online content and lectures. I have formatted these notes so they are easy to read, making studying for exams a breeze. Content covered includes: Week 1- Marketing, Brands & Brand Management Week 2- Customer-based brand equity and positioning Week 3- Brand resonance and brand value chain Week 4- Brand elements Week 5- Designing marketing programs to build brand equity Week 6- Integrating marketing communications to build brand equity Week 7- Leveraging secondary associations to build equity Week 8- Developing a brand equity measurement and management system Week 9- Measuring sources of brand equity Week 10- Designing and implementing brand architecture strategies / New brand strategies Week 11- Managing brands over time Grade Achieved- 89


Trimester 2, 2019

62 pages

16,231 words



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