Concepts of Brand Management www.eiilmuniversity.ac.in Subject: CONCEPTS OF BRAND MANAGEMENT Credits: 4 SYLLABUS Branding Concepts Introduction to Brand; Brand and Branding Basics; Relationship of Brands with Customers; Building Successful Brands. Terms associated with Brands Understanding Various Terms; Brand Names and Brand Extensions; Co-Banding and Corporate Branding; Brand Associations and Brand Image. Management of Brand Brand Loyalty; Brand Relationship; Brand Equity; Brand Management
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“New exciting ideas and perspectives on brand building!” Philip Kotler 4TH EDITION THE NEW BRAND MANAGEMENT Creating and sustaining brand equity long term STRATEGIC J N KAPFERER I THE NEW BRAND MANAGEMENT STRATEGIC ii ‘After reading Kapferer’s book‚ you’ll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.’ Philip Kotler‚ Northwestern University ‘A real
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Exercise for Strategic brand management. Brand Equity. The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable‚ easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one‚ however‚ the brand is said
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S. B. Senanayake Strategy Registration No : MSC_11_04_87 Module : Strategic Brand Management Study Center : Strategy – Sri Lanka By submitting this assignment I confirm that I understand and abide by the Strategy’s plagiarism and collusion regulation. Strategic Brand Management MSC_11_04_87 - - 1 - - | Page RATIONALE FOR CHOSEN ORGANIZATION Strategic Brand Management MSC_11_04_87 - - 2 - - | Page RATIONALE National Development Bank incorporated
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Strategic Brand Management Process I’ve selected this topic‚ since it’s very important to understand the various aspects in the <b>PROCESS</b> of strategic brand management. The process of strategic brand management basically involves 4 steps: 1. Identifying and establishing brand positioning. Brand Positioning is defined as the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target consumer’s mind. Key Concepts: * Points
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Fall 2013 - Offered Course List (This page is updated in every 5 minutes) Course Section Faculty Time Room Capacity 1. ACT201 1 ALK ST 01:00 PM - 02:30 PM NAC414 2 (35) 2. ACT201 2 ALK ST 04:20 PM - 05:50 PM NAC208 2 (35) 3. ACT201 3 Anb ST 11:20 AM - 12:50 PM NAC506 0 (35) 4. ACT201 4 Anb ST 02:40 PM - 04:10 PM NAC209 0 (35) 5. ACT201 5 Ani ST 01:00 PM - 02:30 PM NAC209 0 (35) 6. ACT201 6 Ani ST 04:20
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How to measure brand image: a reasoned review Luca Cian‚ Ross Business School‚ University of Michigan‚ USA* The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered‚ including attitude scales‚ Q-Sort‚ Natural Grouping‚ Kelly Repertory Grid‚ Laddering‚ Benefit Chain‚ Projective Techniques‚ Brand Personality‚ and Brand Narration. Considering the number of tools presented‚
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When people talk about furnitures‚ the first brand which comes to mind is IKEA. Originating from Sweden‚ IKEA first open shop in 1958‚ then in Norway in 1963 and soon after‚ it spread throughout the whole of Europe and thus slowly making its way to the whole world. With their biggest market in Germany with 45 stores followed by United States with 35 stores‚ now IKEA have 313 stores in 30 countries. (Cult Branding‚ 2012). Known for its simplistic design which has maximum optimization‚ IKEA product
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Abdullahi Mohomoud Warsame Lectures: Dr.Sonkor Task: Concept of Strategic Management Concepts of strategic management is the future plan and process ongoing now it analyzes the major idea that taken by company’s management on behalf of the stakeholders or owners . The strategic of the company can plan the top management of the so it will connect the resources and performance
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THE CONCEPT OF STRATEGY AND STRATEGIC MANAGEMENT G. Tyge Payne‚ PhD 1 Strategic Management Strategy: The unifying theme that gives coherence and direction to the decisions of an organization Strategic Management: Consisting of the analysis‚ decisions‚ and actions an organization undertakes in order to create and sustain competitive advantages. Or‚ the Strategic Management Process is: The full set of commitments‚ decisions‚ and actions required for a firm to create value and earn aboveaverage
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