 | Learning Objectives
(See related pages)
- The concept of a product, brand, product line and product mix
- The difference between manufacturer and own-label brands
- The difference between a core and augmented product (the brand)
- Why strong brands are important
- How to build strong brands
- The differences between family, individual and combined brand names and the characteristics of an effective brand name
- Why companies rebrand, and how to manage the process
- The concepts of brand extension and stretching, their uses and limitations
- The two major forms of co-branding and their advantages and risks
- The arguments for and against global and pan-European branding, and the strategic options for building such brands
- The dimensions of corporate identity
- The management of corporate identity programmes
- Ethical issues concerning products
|
|