Brand Management Mid Term Study Guide Essay

The exam lead have a mix of multiple-choice questions and short answers, with a high total number of points for short answer questions. NOTE Anything and everything covered in class (through lectures, discussion, articles, activities, etc. ) and/or posted on Blackboard, argon probable exam corporeal. The topics listed below can be used as a Study Guide.However, from an exam point of view, that does NOT preclude the other material covered in class. Introduction to Basic Issues defining a tick new challenges the concept of fall guy equity steps in the strategical brand management process. chumping Innovations and New Products Issues in branding innovations diverse options in naming a new product/innovation comely brand exemplars first mover issues reasons for new branding innovations to succeed versus come apart reasons for branding an innovation.Brands, Branding, and Meaning of Brands Brands and competitive advantage brand story/ importation brands and competitive advantag es brands as signals of product quality designing branding strategy. Brand Positioning Defining comparative frames of reference issues related to PoP and codfish brand fix product category membership challenges in positioning core brand values brand mantras. Brand Extensions and Brand Portfolios When are brand extensions appropriate? When are they successful/unsuccessful?Advantages/disadvantages of brand extensions recognise aspects of brand portfolios criteria for cutting down brands and brand extensions from a portfolio. Managing Brands over prison term Long-term vs. short-term foci and the related strategies revitalizing a fading brand improving and reinforcing brand image over time. HBS Cases You should be familiar with the concepts/principles that we discussed in class in the context of the HBS cases, such as traditional vs. non-traditional branding strategies and breakaway positioning strategy.