Brand Management Summary
Summary: Brand Management 2012-2013 (328032)
Material included: * Constructs, findings & implications from each week’s papers * Lecture Notes & slides summary
Table of Contents: page:
Week 1: Brand Management 2 Articles 2 Lecture summary 4 Red Bul Case findings 6
Week 2: Brand Positioning 7 Articles 7 Lecture summary 10
Week 3: Special Branding Strategies 13
Articles 13 Lecture summary 17
Week 4: Consumer Brand Relationship & Brand Communities 21
Articles 21 Lecture summary 25
Week 5: Brand Image 29
Articles 29 Lecture summary 33
Week 6: Research Method 36
Articles 36 Lecture summary 40
Week 7: Brand Management Framework 44
Articles 44 Lecture summary 48
Week 8: Brand Equity and Transgression 51
Articles 51 Lecture summary 54
INDEX OF ALL TERMINOLOGY 59
Week 1: Brand Management
Article 1: Keller, Kevin Lane (1993) “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57, 1, 1-22
Constructs:
* Consumer based brand equity: The differential effect of brand knowledge on consumer response to the marketing of the brand. It involves consumers’ reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named/unnamed version of the product or service. * Brand knowledge: a brand node in memory to which a variety of associations are linked: * Brand image: set of brand associations in a consumers’ memory. It are perceptions about a brand as reflected by the brand associations held in consumer memory. Brand image is defined by: * Type of Brand associations: * Attributes: Non-product related or product related. * Benefits: Functional, experiential or symbolic.
Material included: * Constructs, findings & implications from each week’s papers * Lecture Notes & slides summary
Table of Contents: page:
Week 1: Brand Management 2 Articles 2 Lecture summary 4 Red Bul Case findings 6
Week 2: Brand Positioning 7 Articles 7 Lecture summary 10
Week 3: Special Branding Strategies 13
Articles 13 Lecture summary 17
Week 4: Consumer Brand Relationship & Brand Communities 21
Articles 21 Lecture summary 25
Week 5: Brand Image 29
Articles 29 Lecture summary 33
Week 6: Research Method 36
Articles 36 Lecture summary 40
Week 7: Brand Management Framework 44
Articles 44 Lecture summary 48
Week 8: Brand Equity and Transgression 51
Articles 51 Lecture summary 54
INDEX OF ALL TERMINOLOGY 59
Week 1: Brand Management
Article 1: Keller, Kevin Lane (1993) “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57, 1, 1-22
Constructs:
* Consumer based brand equity: The differential effect of brand knowledge on consumer response to the marketing of the brand. It involves consumers’ reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named/unnamed version of the product or service. * Brand knowledge: a brand node in memory to which a variety of associations are linked: * Brand image: set of brand associations in a consumers’ memory. It are perceptions about a brand as reflected by the brand associations held in consumer memory. Brand image is defined by: * Type of Brand associations: * Attributes: Non-product related or product related. * Benefits: Functional, experiential or symbolic.