Đang chuẩn bị nút TẢI XUỐNG, xin hãy chờ
Tải xuống
The Branding class is designed to give you an overview and understanding of the important role of brands in organizational and global success. You are introduced to „classical“ concepts, methods, and rhetorics, as well as to more modern ideas and theories of brand management. In addition to learning basic and advanced techniques, you will carry out small branding-projects to experience the power and limitations of brand management. | Vietnam Open University CREATING MANAGING BRANDS Christian bluemelhuber INBEV BAILLET LATOUR professor for euromarketing Solvay Brussels School ULB content. 1 Introduction to Course 2 How Brands Create Value 3 Strategic Focus 4 Brand Identity 5 Brand Image Knowledge 6 Brand Elements Marketing Programs 7 Brand Architecture 8 Multicultural Branding textbook Kellogg on Branding ed by Alice Tybout Tim Calkin Wiley 2005 overall idea The Branding class is designed to give you an overview and understanding of the important role of brands in organizational and global success. You are introduced to classical concepts methods and rhetorics as well as to more modern ideas and theories of brand management. In addition to learning basic and advanced techniques you will carry out small branding-projects to experience the power and limitations of brand management. Christian bluemelhuber email christian.bluemelhuber@ulb.ac.be Solvay Brussels School 1 Brands in context Christian bluemelhuber email christian.bluemelhuber@ulb.ac.be Solvay Brussels School 2 Challenges CLUTTER ATTENTION ECONOMY BRAND REALITY CASH Brand A value . reòìdeố in the future CONSISTENCY BRAND PROMISE modern MARKETING modern MARKETING hyper. XQDERN MARKETING MODERN MARKETING11 THE LIQUID MODERNITY LEAVES BEHINd MODERNITYs SECURIT T eave behind. CLEARLY DEFINED BOARDERS STABLE ROUTINES PREDICTABLE FUTURES LONG USEFULNESS OF SKILLS i Christian bluemelhuber email christian.bluemelhuber@ulb.ac.be Solvay Brussels School
