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http://elartu.tntu.edu.ua/handle/123456789/17567
| Title: | Brand Management |
| Authors: | Котовська, Ірина Василівна Kotovs'ka, Iryna |
| Bibliographic description (Ukraine): | Kotovs‟ka I. V. “Brand Management” : course of lectures for the 4 th year students of the specialty 6.030601 “Management” (full-time study bachelors) / I. V. Kotovs‟ka. – Ternopil : TNTU, 2015. – 110 p. |
| Issue Date: | 13-Jul-2016 |
| Date of entry: | 13-Jul-2016 |
| Keywords: | Brand management brand brand equity brand elements brand positioning |
| Number of pages: | 110 |
| Abstract: | У навчальному посібнику проаналізовано основні теоретичні положення бренд-менеджменту, розкрита суть особливостей розробки місї та бачення бренду зокрема та сильного бренду підприємства загалом; наведено основні методики, які використовуються для оцінки якості бренду; досліджено архітектуру бренду та бренд-стратегії. Навчальний посібник може бути цікавим для студентів, науковців, фахівців з бренд-менеджменту. |
| Description: | Brand Marketing Overview – history and strategies Brand Equity – brand building and customer value Brand Positioning – identifying customer segments Choosing Brand Elements – tactics Designing Brand Building Marketing Programs – product, pricing and channel strategy Integrated Marketing Communications – marketing with the new media Brand Equity Measurement – qualitative and quantitative research Growing and Sustaining Brand Equity – brand extensions and revival |
| Content: | INTRODUCTION TO BRAND MANAGEMENT 4 Lesson 1 5 Lesson 2 12 Lesson 3 17 Lesson 4 22 Lesson 5 26 Lesson 6 32 Lesson 7 37 Lesson 8 43 Lesson 9 53 Lesson 10 58 Lesson 11 63 Lesson 12 68 Lesson 13 83 Lesson 14 88 Lesson 15 96 Lesson 16 103 Bibliography 110 |
| URI: | http://elartu.tntu.edu.ua/handle/123456789/17567 |
| References (Ukraine): | 1. Geoffrey Randall: “Branding – A Practical Guide to Planning your Strategy”. 2. Jean-Noel Kapferer: Strategic Brand Management – Creating and Sustaining Brand Equity Long Term. 3. Philip Kotler: “Marketing Management – Analysis, Planning, Implementation, and Control”; Ninth Edition, Prentice Hall. 4. Roger J. Best: “Market-Based Management – Strategies for Growing Customer Value and Profitability”. 5. Scot M. Davis: “Brand Asset Management – Driving Profitable Growth through Your Brands”; Jossey-Bass, A Wiley Imprint. 6. Thompson Strickland: “Strategic Management - Concepts and Cases”; McGraw Hill. |
| References (International): | 1. Geoffrey Randall: “Branding – A Practical Guide to Planning your Strategy”. 2. Jean-Noel Kapferer: Strategic Brand Management – Creating and Sustaining Brand Equity Long Term. 3. Philip Kotler: “Marketing Management – Analysis, Planning, Implementation, and Control”; Ninth Edition, Prentice Hall. 4. Roger J. Best: “Market-Based Management – Strategies for Growing Customer Value and Profitability”. 5. Scot M. Davis: “Brand Asset Management – Driving Profitable Growth through Your Brands”; Jossey-Bass, A Wiley Imprint. 6. Thompson Strickland: “Strategic Management - Concepts and Cases”; McGraw Hill. |
| Content type: | Learning Object |
| Appears in Collections: | Методичні матеріали кафедри менеджменту та адміністрування |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Brand_Management.PDF | 1,59 MB | Adobe PDF | View/Open | |
| Brand_Management.djvu | 2,41 MB | DjVu | View/Open | |
| Brand_Management__COVER.png | 204,09 kB | image/png | View/Open |
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