10_m603F10rb_valrevitcapsimplem - Valuation Capstone...

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Valuation, Capstone, Implementation, Revitalization 1 STRATEGIC BRAND MANAGEMENT Flow of Course Topics When Does Brand Equity Create Value? Why brand equity can pay off Conditions and reasons for brand equity pay-off What makes Brands “Strong?” Learnings from the best brands Research Evidence A framework and road map Building Brand Equity Element-by-element: Aw, PQ, Ass, L Strategic planning and targeting: • Customer © Rajeev Batra 1 • Competition • Company Tools, Tactics, Cases • Business-to-Business Services Brand-Building Leveraging Brand Equity (ROI) Brand extensions for growth; Global Brand Architecture Guarding and monitoring the brand Brand valuation issues Valuing Brand Equity R j B t © Rajeev Batra Rajeev Batra Ross School of Business University of Michigan
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