0_m603F10rb_sess1when

0_m603F10rb_sess1when - Brand Equity: Why Important 1 M603:...

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Brand Equity: Why Important 1 M603: Strategic Brand Management Course Logistics My name: RAJEEV Batra Office: R5336 Ross Office Hours: TuTh 1.30-3 + by appointment Tel (734) 764-0118, Fax (734) 936-8716, rajeevba@umich.edu Introductions (me, you); Photocards; Namecards; seating chart Name., Co, Brands familiar with, Career/Course Interests Group Projects (60%), 5-6 people per group; peer input; Exercises+ © Rajeev Batra 1 Memos (4+6%); Q + Q of Class Particip.+ Attendance* (30%) Brand Criteria: Data (Liby.+FGs); in-trouble, #3; Non-course/CT Text/cases (Keller 3d/2d Ed); Course Mat. Packet (2); Reserves *http://ctools.umich.edu/…; Powerpoints there + in optional CMP ‘Brand’ vs. ‘Product’ ? u © Rajeev Batra 2
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Brand Equity: Why Important 2 Able/do ? Feel ? Look ? © Rajeev Batra 8
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Brand Equity: Why Important 3 “mind” = added values = added value = $$$ 9 Product + Experience + Brand = Bundle Offensive + Defensive value Asset with Value
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Brand Equity: Why Important 4 ‘Brand’ vs. ‘Product’ Management ? u © Rajeev Batra 12
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Brand Equity: Why Important 5 1 What decisions come first? S => T 14 2. Aligning Brands With Segments Target needs <= Brand
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Brand Equity: Why Important 6 THE BIG PICTURE execute product 1 marketing objective source of volume evaluate business objective place price service position segment target STP entity goal competence retention acquisition steal share demand- stimulation main variable dynamic variable TA description 5-box positioning search experience credence value or competitive length breadth 2 promotion positioning statement depth awareness
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0_m603F10rb_sess1when - Brand Equity: Why Important 1 M603:...

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