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2327-Brand Management-2425_S2
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2024/25-Masters
2Sem
2327-2425_S2
5. March 12: Brand audit (B): Exploratory & the CBBE Model
Discussion guide sample
Discussion guide sample
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Sample Discussion Guide A.pdf
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Announcements
Course Admin Folder (syllabus, group project, etc)
Select into groups (by Feb 7)
March 14 by 7pm | Sampling plan and discussion guide
March 28 by 7pm | Individual Assignment. Topic to be announced 14/3
April 29 by 7pm | Final group presentation: EXTENDED TO APRIL 30th 2pm
Session 1 slides
Pentagram: PayPal story
PayPal has a new logo
Best Global Brands _ Interbrand
Brand Finance Global500 2023 Report
Session 2 slides
Video: Rolls Royce rebrand
Video: Guinness
DB Sonic logo video
Car brands who rebranded in 2021 / logo
A Study of 597 Logos Shows Which Kind Is Most Effective
Session 3 slides
Brand Platform in-class activity worksheet
Article: Unilever buys Dollar Shave Club: desperate or strategic?
Session 4 slides
Session 5 slides
Keller: Building Customer-based Brand Equity
DISCUSSION GUIDE template
How do you win new customers? Ask your extreme loyalists
Duolingo mascot
Session 6 slides
CASE: Taylor Swift and the next Era
McKinsey Consumer decision journey
Ten years on the consumer decision journey: where are we today?
Net Promoter System by Bain & Company
Session 7 slides
Aaker Joachimsthaler Brand Relationship Spectrum
BudLite / Seltzer architecture problems
Session 8 slides
CASE Tiffany&Co
Keller Reinforcement & Revitalization strategies
URL: New Lacoste campaign
Session 9 slides
Mark Ritson - Heineken
Tony's Chocolonely video
Tony's Chocolonely beginnings
Unilever will stop forcing purpose on its brands
WWD: Meet ISTO, the Portuguese Brand Pushing Sustainability
Session 12 slides
Sample exam questions
2023 Agency Tree
Human Creativity in the Age of LLMs
How do you win new customers? Ask your extreme loyalists ►
2327-2425_S2
Welcome to Brand Management!
1. September 2: Intro
2. February 12: Brand Equity & Brand Audit A (inventory)
3. February 26: Brand Platform
4. March 5: Workshop: Brand Inventory & Brand Platform
5. March 12: Brand audit (B): Exploratory & the CBBE Model
6. March 17: MAKE UP class: Brand Loyalty & Engagement
[NO CLASS: March 26]
7. April 2: Brand Architecture & extensions
8. April 9: Brand growth strategies
9. April 23: Brand purpose & brand activism
10. April 30: Final presentations (a)
11. May 7: Final presentations (b)
12. May 14: Course wrap up & exam info
Final Exam: May 23, 2:30pm
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