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Brand Management Final Exam Notes

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FUNDAMENTALS OF BRAND MANAGEMENT Product + identity + image = brand Brand identity – unique set of core brand associations that represent what the brand stands for an imply brand promise • Recognition, differentiation, makes big idea and meaning accessible • Visual and verbal articulation: Brand name, logo, business card, packaging Brand essence – points/ aspects of a brand condensed into a central conception –symbol/ identity • Unique/ intangible/ single minded/ consistently delivered From customer perspective, brand is - Set of mental association – perceived value of product and service o tangible (economic, quality), intangible (social, emotional) - Perception - Distinctive position – based on past experience, association and future expectation Branded product – quality/ self identity/ group identity/ value, interests and concerns/ family tradition/ national tradition

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19 Pages Complete Study Notes 1-2 Years old
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5 Ex Credits


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Brand Management Final Exam Notes
Topics this document covers:
Marketing Brand management Economy Product management Brand extension Brand Market segmentation Engagement marketing Lifestyle brand Brand ambassador
This is a Complete Set of Study Notes

Complete Study Notes typically cover at least half a semester’s content or several topics in greater depth. They are typically greater than 20 pages in length and go into more detail when covering topics.

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Topics this document covers:
Marketing Brand management Economy Product management Brand extension Brand Market segmentation Engagement marketing Lifestyle brand Brand ambassador
Sample Text:
et of core brand associations that represent what the brand stands for an imply brand promise • Recognition, differentiation, makes big idea and meaning accessible • Visual and verbal articulation: Brand name, logo, business card, packaging Brand essence – points/ aspects of a brand condensed into a central conception –symbol/ identity • Unique/ intangible/ single minded/ consistently delivered From customer perspective, brand is - Set of mental association – perceived value of product and service o tangible (economic, quality), intangible (social, emotional) - Perception - Distinctive position – based on past experience, association and future expectation Branded product – quality/ self identity/ group identity/ value, interests and concerns/ family tradition/ national tradition From Firm perspective, brand is - Concept, promise, positioning, differentiation - ...
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