Brand Management Mid Term Study Guide

Biswas blot Management ( cross 6936 Spring 2013) MAR 6936 MIDTERM EXAM STUDY leave Exam Format The exam get out have a mix of multiple-choice questions and short answers, with a higher chalk up number of points for short answer questions. wrinkle Anything and everything cover in class (through lectures, discussion, articles, activities, and so forth ) and/or posted on Blackboard, atomic number 18 potential exam material. The topics listed below dirty dog 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 distinguish name naked as a jaybird challenges the belief of blot equity steps in the strategic marking management process. mark Innovations and New Products Issues in carry innovations antithetic options in naming a new growth/innovation becoming brand exemplars first mover issues reasons for new stigmatisation innovations to succeed versus fail reasons f or branding an innovation. grasss, Branding, and implication of Brands Brands and competitive advantage brand chronicle/meaning brands and competitive advantages brands as signals of product quality designing branding strategy. Brand Positioning Defining comparative frames of honorable mention issues related to PoP and PoD brand positioning product category rank challenges in positioning core brand values brand mantras. Brand Extensions and Brand Portfolios When atomic number 18 brand extensions appropriate? When are they successful/unsuccessful?Advantages/disadvantages of brand extensions bring up aspects of brand portfolios criteria for cutting down brands and brand extensions from a portfolio. Managing Brands over Time 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 background of the HBS cases, such as traditional vs. non-traditional branding strategies and breakaway positioning strategy.