Virtual University of Pakistan, 184 стр.
Сборник лекций по бренд-менеджменту на английском языке.
Understanding brands - intorduction.
Brand manifestations/fundamentals.
Brand challenges.
Strategic brand management.
Brand vision.
Building brand vision.
Brand picture.
Brand persona.
Brand contract.
Brand based customer model.
Positioning.
Positioning -guiding principles.
Brand extention.
Line extention.
Brand extention/diversification.
Positioning - the base of extention.
Developing the model of brand extention.
Brand portfolio.
Brand architecture.
Channels of distribution.
Creating value.
Co branding.
Customer response hierarchy.
Advertising.
Sales promotion.
Other communication tools.
Pricing.
Retu on brand investment.
Brand dynamics.
Brand-based organisation.
Service brands.
Brands planning.
Brand planning process.
Brand plan.
Сборник лекций по бренд-менеджменту на английском языке.
Understanding brands - intorduction.
Brand manifestations/fundamentals.
Brand challenges.
Strategic brand management.
Brand vision.
Building brand vision.
Brand picture.
Brand persona.
Brand contract.
Brand based customer model.
Positioning.
Positioning -guiding principles.
Brand extention.
Line extention.
Brand extention/diversification.
Positioning - the base of extention.
Developing the model of brand extention.
Brand portfolio.
Brand architecture.
Channels of distribution.
Creating value.
Co branding.
Customer response hierarchy.
Advertising.
Sales promotion.
Other communication tools.
Pricing.
Retu on brand investment.
Brand dynamics.
Brand-based organisation.
Service brands.
Brands planning.
Brand planning process.
Brand plan.