Brand Management

MKTG2001 - Brand Management

1 Found helpful • 58 Pages • Complete Study Notes • Year: Pre-2021

58 pages of extremely detailed notes, covering the entire semester's worth of content. Explains the importance of brand equity, ways to strengthen a brand, challenges for brand managers, the four components of brand positioning, Points-of-Parity and Points-of-Difference, the Brand Resonance Model, The Brand Value Chain, brand elements, brand architecture strategies, brand portfolios, extensions & hierarchies and Brand Revitalisation.

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