DIGITAL BRANDING AND RETAILING NOTES

Description

Ch. 3 Students should have a thorough understanding of Figures and Building a Strong Brand: The Four Steps of Brand Building Salience Performance and  Brand Imagery Judgments and Brand Feelings Resonance Ch. 4 Brand elements Criteria for choosing brand elements Options and tactics for brand elements Counterfeiting Ch. 6 Developing Integrated Marketing Communication Programs Criteria for IMC Programs leveraging of secondary brand associations. The new accountability Conducting Brand audits Ch. 12 New products and brand extensions Advantages and disadvantages of brand extensions Understanding how consumers evaluate brand extensions Retiring brands Ch. 15 7 deadly sins of Brand Management Luxury branding.