Strategic Brand Management

Marketing

• Identify and assess the sources of brand equity outlining the Customer-Based Brand Equity Model for your brand.
• Evaluate how the brand’s elements build brand equity
• Critically examine the brand’s current marketing programmes, talk to potential customers, workmates,etc., about the brand.(Evidence questionnaire?)
• Evaluate the ‘brand knowledge structure’ of a brand.
• Discuss the role of ‘brand knowledge’ in building brand equity,
• Provide recommendations as to how the brand should be managed.
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