University · Marketing · Brand Management and Communication

Building and Managing Strong Brands

4 Abschnitte1 Karteikarten-Decks1 Quizze

brand equity (Keller's model), brand identity vs brand image, brand positioning statement, integrated marketing communications (IMC), brand architecture (branded house vs house of brands), brand extensions, rebranding, storytelling

Inhaltsübersicht

  • What Is Brand Equity and Why Does It Matter?
  • Brand Identity, Brand Image, and Positioning
  • Integrated Marketing Communications and Brand Architecture
  • Brand Extensions, Rebranding, and Storytelling
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