Project #121858 - discussion w6

Discussion Week 6

 

REFLECTING ON BRAND RELEVANCE

In this final Module of the course, you examine effective qualitative and quantitative techniques for measuring brand awareness, image, responses, and relationships. You also profile and contrast some popular brand equity models and compare different models to assess brand equity. Finally, you reflect on your learning in the course.

In this Module, you meet the following Course Learning Outcomes:

   Define critical issues in brand planning

   Analyze brand architecture, hierarchy and its relationship within the corporate portfolio

   Conceptualize brand management within a global context

 

Readings

   Keller, K. L. (2012). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Upper Saddle River, NJ: Prentice Hall.

                        Chapter 9: "Measuring Sources of Brand Equity: Capturing Customer Mind-Set"

                        Chapter 10: "Measuring Outcomes of Brand Equity: Capturing Market Performance"

   Das, G., Datta, B, & Guin, K. K. (2012). From brands in general to retail brands: A review and future agenda for brand personality measurement, The Marketing Review, 12(1), 90—106.

   Retrieved from the Glion Library databases.

   Document: “Reflection Assignment”

 

 

Discussion: Brand Performance

In this Discussion, you examine the measurement of brand performance, connections between brand and financial performance, and approaches to brand performance.

Subject General
Due By (Pacific Time) 04/10/2016 04:00 am
Report DMCA
TutorRating
pallavi

Chat Now!

out of 1971 reviews
More..
amosmm

Chat Now!

out of 766 reviews
More..
PhyzKyd

Chat Now!

out of 1164 reviews
More..
rajdeep77

Chat Now!

out of 721 reviews
More..
sctys

Chat Now!

out of 1600 reviews
More..
sharadgreen

Chat Now!

out of 770 reviews
More..
topnotcher

Chat Now!

out of 766 reviews
More..
XXXIAO

Chat Now!

out of 680 reviews
More..
All Rights Reserved. Copyright by AceMyHW.com - Copyright Policy