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Expand/collapse block Information for lesson "Brand Management (MKT624) VU"
Description: Understanding brands - introduction, Brand manifestations/ fundamentals, Brand challenges, Strategic brand management, Brand vision, Building brand vision, Brand picture, Brand persona, Brand contract, Brand based customer model, Positioning, Positioning Guiding Principles, Brand extension, Line extension, Brand extension/diversification, Positioning – the base of extension, Developing the model of brand extension, Brand portfolio, Brand architecture, Channels of distribution, Creating value, Co-branding, Customer response hierarchy, Advertising, Sales promotions, Other communication tools, Pricing, Return on brand investment – ROBI, Brand dynamics, Brand – based organization, Service brands, Brand planning, Brand planning process and Brand plan.
Resources: OpenCourseWare from the Virtual University of Pakistan, NPTEL, CSUDH, Wingate Univ, Adam Smith College, MIT, UC Berkeley, Stanford along with many of the World's finest Universities.
Language: English
Professors: Default Professor
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