by | Unit 1 Introduction to Brand Management {Book} | ||
| Meaning of Brand | VIEW | |
| Brand Management | VIEW | |
| Branding, Importance of Branding to Consumers, Firms | VIEW | VIEW |
| Brands v/s Product | VIEW | |
| Scope of Branding | VIEW | |
| Branding Challenges and Opportunities | VIEW | |
| Strategic Brand Management Process | VIEW | |
| Customer Based Brand Equity model (CBBE) | VIEW | |
| Sources of Brand Equity | VIEW | |
| Steps of Brand Building including Brand Building Blocks | VIEW | |
| Brand Positioning: Meaning, Importance, Basis | VIEW | VIEW |
| Unit 2 Planning and Implementing Brand Marketing Programs {Book} | ||
| Brand Element: Meaning, Criteria for choosing Brand Elements, Types of Brand Elements | VIEW | |
| Integrating Marketing Programs and Activities | VIEW | |
| Personalizing Marketing: Experiential Marketing, One to One Marketing | VIEW | |
| Permission Marketing | VIEW | |
| Product Strategy | VIEW | |
| Perceived Quality | VIEW | |
| Relationship Marketing | VIEW | VIEW |
| Pricing Strategy: | VIEW | VIEW |
| Setting Prices to Build Brand Equity | VIEW | |
| Channel Strategy: | VIEW | VIEW |
| Direct, Indirect Channel | VIEW | |
| Promotion Strategy | VIEW | VIEW |
| Developing Integrated Marketing Communication Programs | VIEW | VIEW |
| Leveraging Secondary Brand Associations to Build Brand Equity: Companies, Countries | VIEW | |
| Channel of Distribution | VIEW | VIEW |
| Co-branding, Characters | VIEW | |
| Events | VIEW | |
| Unit 3 Measuring and Interpreting Brand Performance {Book} | |||
| a) The Brand Value Chain | VIEW | ||
| b) Measuring Sources of Brand Equity: | |||
| Qualitative Research Techniques: Projective Techniques: Completion, Comparison | VIEW | ||
| Brand Personality | VIEW | VIEW | |
| Values: The Big Five | VIEW | ||
| Free Association | VIEW | ||
| Quantitative Research Techniques: | |||
| Brand Awareness | VIEW | ||
| Brand Recognition | VIEW | ||
| Brand Recall | VIEW | ||
| Brand Image | VIEW | VIEW | |
| Brand Responses | VIEW | ||
| c) Young and Rubicam’s Brand Asset Valuator | VIEW | ||
| d) Measuring Outcomes of Brand Equity | VIEW | ||
| Comparative Methods: Brand based Comparative Approaches, Marketing Based Comparative Approaches, Conjoint Analysis | VIEW | ||
| Holistic Methods: Residual Approaches, Valuation Approaches | VIEW | ||
| Historical Perspectives and Interbrand’s Brand Valuation Methodology | VIEW | ||
| Unit 4 Growing and Sustaining Brand Equity {Book} | |
| Designing and Implementing Branding Strategies | VIEW |
| Brand Architecture: Meaning of Brand Architecture, The Brand-Product Matrix | VIEW |
| Breadth of a Branding Strategy, Depth of a Branding Strategy | VIEW |
| Brand Hierarchy: Meaning of Brand Hierarchy, Building equity at Different Hierarchy Levels | VIEW |
| Cause Marketing to Build Brand Equity: Meaning of Cause Marketing, Advantages | VIEW |
| Green Marketing | VIEW |
| Brand extensions: Meaning, Advantages, Disadvantages | VIEW |
| Brand extension and Brand equity | VIEW |
| Managing Brands over Time: | VIEW |
| Reinforcing Brand | VIEW |
| Revitalizing Brand | VIEW |
| Building global customer-based Brand equity | VIEW |
One thought on “Brand Management University of Mumbai BMS 6th Sem Notes”