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2327-Brand Management-2425_S2
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Courses
2024/25-Masters
2Sem
2327-2425_S2
9. April 23: Brand purpose & brand activism
Mark Ritson - Heineken
Mark Ritson - Heineken
Click
Mark Ritson_Heineken.pdf
link to view the file.
◄ Session 9 slides
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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
Discussion guide sample
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
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
Tony's Chocolonely video ►
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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