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Printable Handouts
Navigable Slide Index
- Introduction
- Contents
- What is a brand?
- Can anything be branded?
- Products vs. brands
- Why branding?
- Why do organisation do branding?
- How to brand? Labeling
- How to brand? Give meaning, make it different
- Brand management - what is it?
- Brand management - how you do it?
- Identify and establish brand positioning
- Plan and implement brand marketing campaign
- Check brand health
- Grow and sustain brand equity
- New branding challenges (1)
- New branding challenges (2)
- The key to branding
- A final note
- References
This material is restricted to subscribers.
Topics Covered
- What is branding?
- Brand elements
- Brand association
- Brand image
- Perceived value
- Quality
- Brand management
- Building brand equity
- Sustaining the brand
- Key factors to branding
- Why branding?
- Why organisations brand
- New branding challenges
- Brand engagement
Talk Citation
Melewar, T. and Syed Alwi, S.F. (2012, January 1). Branding and brand management [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 7, 2024, from https://doi.org/10.69645/VSEW7126.Export Citation (RIS)