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Class Notes (1,030,088)
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200088 (6)

Class Notes for 200088 at Western Sydney University

Brand and Product Management

200088 Lecture 11: Brand Heirrachy research
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WEEK 11 BRAND HEIRACHY Brand Hierarchy,also known as brand architecture is a visual representation of a firms branding strategy , displaying the number and nature of common and distinctive b rand lements across the firms p...

University of Western Sydney
200088
Dr Muhammed Hussain
200088 Lecture Notes - Lecture 8: Ethnography
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Netnographies Netographyalso known as di gital ethnography or virtual ethnography [Springerlink,2010]. refers to social science methods which represent a innovative approach in conducting ethical and thorough ethnographic ...

University of Western Sydney
200088
Dr Muhammed Hussain
200088 Lecture Notes - Lecture 6: Geotargeting
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Chapter 6 Integrating marketing communication to build brand equity Marketing objectives Firms inform,persuade,remind consumers about brands they sell Contribute to brand equity by: Creating awareness Linking points of par...

University of Western Sydney
200088
Dr Muhammed Hussain
200088 Lecture 3: Brands-Brand value chain and resonance
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Week 3Brand resonance and the brand value chain Define Brand resonance Steps in building brand resonance Define brand value chain Identify the stages in the brand value chain Contrast brand equity and customer equity Brand...

University of Western Sydney
200088
Dr Muhammed Hussain
200088 Lecture Notes - Lecture 2: Ikea
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Week2) CUSTOMERBASEDBRANDEQUITYANDBRAND POSITIONING Customerbrandequityapproachesequityfromperspectiveofcustomer Stressespower...

University of Western Sydney
200088
Dr Muhammed Hussain
200088 Lecture 1: Brand and product management- Brand and brand management
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Week 1Brand and Brand management Define brand,state how brand differs from product and explain what brand equity is Summarise why brands are important Explain how branding applies to virtually everything Describe the main ...

University of Western Sydney
200088
Dr Muhammed Hussain

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