MKF2521 - Brand Management Final Exam COMPLETE notes (summary of all the lectures including journal articles)

Description

COMPLETE summary of lecture week 1-12 MKF2521, including summary of journal articles from week 1-12 (ALL). ALL TOPICS for final exam is covered. Week 1 : intro to brand management Week 2 : CBBE & Brand resonance Week 3 : brand positioning Week 4 : brand elements Week 5 : IMC & leveraging secondary associations Week 6 : measuring brand equity Week 7 : brand extensions and branding new products Week 8 : reinforcing, revitalising, and retiring brands Week 9 : international brand management Week 10 : brand audit consultation Week 11 : strategic brand management Week 12 : unit overview