By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. To browse Academia. Log in with Facebook Log in with Google. Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link.
Need an account? Click here to sign up. Download Free PDF. Strategic brand management Franz Sinurat. A short summary of this paper. Strategic brand management. Thus more and more firms and organizations of all types have realized that the brand name associated with their products or services is one of the most valuable assets they own. Branding is an obligatory master course that builds upon the lessons learned in marketing core courses and provides deeper insights on two interrelated issues: consumer psychology and brand management.
The concepts of branding taught in this class are relevant for any type of organization public or private, large or small, etc. Learning Objectives: Brands are some of the most valuable assets companies own. The overall goal of the course is to analyze the brand management decisions that must be made to build, measure, and manage a brand. Particular emphasis is placed on understanding psychological principles at the consumer or customer level that will improve managerial decision-making with respect to brands.
Still by providing students with relevant and comprehensive theoretical knowledge mostly routed in consumer psychology and their accompanying ideas, concepts and mechanism, students will be able to make more informed decisions with a higher probability of success. The skills acquired in this class are fundamental in case you want to pursue a career in brand marketing and helpful in many other areas including consulting and advertising.
Course Schedule: The course schedule below is tentative and can be modified. May 2nd, Lecture 9: Leveraging secondary brand associations — Leveraging secondary brand Effects on existing brand associations knowledge, country of origin effect, effect of distribution channels, co- branding and ingredient branding, licensing, endorsement. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6—10 Kirby Street, London EC1N 8TS.
All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.
Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Establishing Points-of-Parity and Points-of-Difference. Strategic Brand Management - Web.
Connecting People through News! The goal was to blend classic and contemporary examples, so many still-relevant and illuminating examples remain. Guidelines and examples are provided for each of the four options.
Extension Guidelines Based on Academic Research. New and u pdated Branding Briefs and in-text examples: May of the New Branding Briefs and numerous in-text examples have been added? Answers to some common questions about the traffic. Keller, Strategic Brand Management, 4th Edition Pearson Calgary Humane Society continues to work for the animals with the aim of preventing and suppressing cruelty and sheltering more than 6, homeless animals each years.
Get insights on events, news, headlines and more. Calgary Herald ePaper is available to you at home or at work, and is the same edition as the printed copy available at the newsstand. The Calgary Herald is your trusted source for local news, politics, sports and entertainment.
The Calgary Stampede is a gathering place that hosts, educates, and entertains visitors from around the world. The Calgary Stampeders announce the game schedule for their 75th anniversary season. File Name: strategic brand management keller 4th edition pdf free download.
Keller Strategic Brand Management. Provide Feedback Benefits to the Parent Brand. Marketing Management Latest Asian Edition.
0コメント