Brand Management Mid Term Study Guide

Biswas scratch Management ( demoralise 6936 Spring 2013) MAR 6936 MIDTERM EXAM STUDY GUIDE Exam Format The tryout will have a mix of multiple-choice questions and short answers, with a higher total number of points for short answer questions. NOTE Anything and everything c over in class (through lectures, discussion, articles, activities, etc. ) and/or posted on Blackboard, ar 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(a) material covered in class. Introduction to Basic Issues defining a instigant new challenges the concept of brand equity steps in the strategic brand management process. Branding Innovations and New Products Issues in mark knowledgeabilitys different options in naming a new product/innovation becoming brand exemplars first mover issues reasons for new stigmatization innovations to be versus fail reasons for branding an innovation.Brands, Branding, and Mea ning of Brands Brands and competitive advantage brand floor/meaning brands and competitive advantages brands as signals of product quality designing branding strategy. Brand Positioning Defining comparative frames of reference issues related to originate and PoD brand positioning product category membership challenges in positioning core brand values brand mantras. Brand Extensions and Brand Portfolios When are brand extensions appropriate? When are they successful/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 revitalizing a fade brand improving and reinforcing brand image over time. HBS Cases You should be well-known(prenominal) with the concepts/principles that we discussed in class in the context of the HBS cases, such as conventional vs. non-traditional branding strategies and b reakaway positioning strategy.