Summary Lectures - Brand Management

BRAND MANAGEMENT 16/17

Summary of lectures




Table of content
1. Lecture 1: Brand management (Introduction) ................................................................................... 2
2. Lecture 2: Brand Identity and Brand Positioning ............................................................................. 7
3. Lecture 3: Brand strategy ....................................................................................................................... 14
4. Lecture 4: Brands in our minds – Constructs ................................................................................ 23
5. Lecture 5: Brands in our minds – Measurement ........................................................................... 29
6. Lecture 6: Brand Framework – Conceptual Relationships........................................................ 36




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