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Lecture Brand management - Lecture 12: Introducing and naming new products and brand extensions

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Lecture Brand management - Lecture 12: Introducing and naming new products and brand extensions, learning objectives: Define the different types of brand extensions; List the main advantages and disadvantages of brand extensions; Summarize how consumers evaluate extensions and how extensions contribute to parent brand equity; Outline the key assumptions and success criteria for brand extensions. |

TÀI LIỆU LIÊN QUAN

Lecture Brand management - Lecture 1: Brand and Brand Management

Lecture Brand management - Lecture 2: Customer - Based Brand Equity and Brand Postioning

Lecture Brand management - Lecture 3: Brand resonance and Brand value chain model

Lecture Brand management - Lecture 11: Designing and Implementing Brand Architecture Strategies

Lecture Brand management - Lecture 8: Developing a Brand Equity Measurement and Management System

Lecture Brand management - Lecture 7: Leveraging secondary brand associations to build brand equity

Lecture Brand management - Lecture 4: Choosing brand elements

Lecture Brand management - Lecture 12: Introducing and naming new products and brand extensions

Lecture Brand management - Lecture 15: Closing observations

Lecture Brand management - Lecture 5: Designing Marketing Programs to Build Brand Equity

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