Brand Management Mid Term Study Guide

Biswas Brand focussing (MAR 6936 Spring 2013) MAR 6936 MIDTERM EXAM STUDY GUIDE interrogation Format The exam will have a mix of multiple-choice questions and short fares, with a higher total number of points for short answer questions. nonE Anything and everything c everyplaceed in class (through lectures, discussion, articles, activities, etc. ) and/or post on Blackboard, are potential exam material. The topics listed below can 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 base Issues defining a stigmatize hotfound challenges the concept of notice candour steps in the strategic brand management process. Branding Innovations and in the buff Products Issues in branding innovations different options in naming a new product/innovation becoming brand exemplars first mover issues reasons for new branding innovations to succeed versus fail reasons for branding an innovation.Brands, Brand ing, and Meaning of Brands Brands and competitive payoff brand story/meaning brands and competitive advantages brands as signals of product case designing branding strategy. Brand Positioning Defining comparative frames of bring up issues related to PoP and PoD brand positioning product fellowship membership challenges in positioning core brand values brand mantras. Brand Extensions and Brand Portfolios When are brand extensions appropriate? When are they boffo/unsuccessful?Advantages/disadvantages of brand extensions key 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 restorative 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 context of the HBS cases, such as traditional vs. non-traditional branding strategies and breakaway position ing strategy.