MGMC11H3 Chapter 1-6: Covers all chapters up to midterm (Chapter 1-6)
Document Summary
Brand equity: level of awareness and level of attitude target consumers have toward the brand. It s also the difference arise from value added as a result of past marketing activity. Value of the brand can be exploited in many ways to benefit firm (ie. greater profit) Brand management: develop understanding of what the brand presents and how it should positioned compared to competitors. Plan and implement brand marketing programs depend on: choices of brand elements and how they are combined, marketing activities and how the brand is integrated ther associations leveraged by the brand. Measure and interpret performance: assess brand health, uncover sources of equity and find ways to improve that equity. Grow and sustain brand equity: define brand strategy, using brand-product matrix and brand hierarchy, manage brand equity over time, recognize change in external environments and internal goals, manage brand equity over different locations and segments.
