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Brand Management

This class was created by Brainscape user Ilsa Harun. Visit their profile to learn more about the creator.

By: Ilsa Harun
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Decks in this class (10)

1 - Introduction To Branding
Brands,
Marketing philosophies,
Products vs brands
11  cards
2 - What is Brand Equity
Brand equity,
Differential effect,
Consumer response
23  cards
3 – Building Brand Equity I: Brand Elements and Marketing Programs
Brand positioning,
Brand positioning considerations,
Points of parity
17  cards
4 – Building Brand Equity II: Communications
Integrated marketing communicatio...,
Contribution of imc to brand equity,
Marketing communication effective...
18  cards
5 – Building Brand Equity IV: Secondary Elements
Leveraging secondary associations,
Company,
Sources of corporate associations
19  cards
6 – Measuring Sources of Brand Equity
Qualitative research,
Free associations,
Projective techniques
27  cards
7 – Sustaining Brand Equity I: Implementation
Brand portfolio,
Brand architecture,
Brand product matrix
37  cards
8 – Sustaining Brand Equity II: Extending Brands
Brand extension,
Line extension,
Category extension
12  cards
9 – Sustaining Brand Equity III: Management
Reinforcing brands,
Maintaining brand consistency,
Protecting sources of brand equity
16  cards
10 – Cause Related Marketing & Brand Crisis Management
Cause related marketing,
Advantages of cause related marke...,
Dos and donts
8  cards

More about
Brand Management

  • Class purpose General learning

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