K456

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TERM: Fall 2009

Section 05: 2:30!:"5 T!Th

Room: #S$ 0

%R&FESS&R: '() *h(is %+lli,

&FF-*E: #S$ 223

&FF-*E #&.RS: T!Th :"5 / ":00 o( y a11ointment

%#&E: 0!"49 &ffice6 and 734!0204 #ome6

EM8-: *h(is%+lli,;$aylo()ed+

Course Description and Objectives: &ne of the most <al+ale assets fo( any fi(m isthe (and associated with its 1(od+cts and=o( se(<ices) 'es1ite this> <e(y little attentionhas een 1aid to the s+ject in +siness ed+cation) To add(ess this> Strategic BrandManagement is an ad<anced electi<e that add(esses im1o(tant (andin, decisions facedy an o(,ani?ation) -ts asic ojecti<es a(e: 6 to inc(ease +nde(standin, of theim1o(tant iss+es in 1lannin, and e<al+atin, (and st(ate,ies@ 26 to 1(o<ide thea11(o1(iate theo(ies> models> and othe( tools to make ette( (andin, decisions@ and 36to 1(o<ide a fo(+m fo( st+dents to a11ly these 1(inci1les) S1ecifically> we will co<e(:

A $+ildin, c+stome(sB (and knowled,eA Cene(atin, (and identities and <al+e 1(o1ositionsA .sin, the ma(ketin, miD to effecti<ely deli<e( the (and to the ma(ket1laceA Meas+(in, (and e+ityA *(eatin, a com1(ehensi<e and effecti<e (and a(chitect+(eA Mana,in, (ands o<e( time

Course Organization and Administration: Strategic Brand Management is desi,ned toim1(o<e st+dentBs ma(ketin, skills and +nde(standin, of s1ecific ma(ketin, to1ics> aswell as i, 1ict+(eG iss+es of how <a(io+s as1ects of ma(ketin, fit to,ethe(>G all f(om a(and e+ity 1e(s1ecti<e) 8cco(din,ly> the co+(se is o(,ani?ed a(o+nd key 1(od+ct and(and mana,ement decisions) The co+(se in<ol<es lect+(e> case disc+ssion and w(ite!+1> a semeste(!lon, (and a+dit 1(oject> and eDams)

The co+(se will lend the theo(y and 1(actice of 1(od+ct and (and mana,ement in aclass(oom en<i(onment that 1(omotes acti<e eD1e(iential lea(nin,) 8 ,ood theo(y isin<al+ale eca+se it st(+ct+(es 1(olems and s+,,ests 1ossile sol+tions) He will takea cons+me(=ma(ketin, foc+s on these 1(olems and sol+tions) Th+s> the majo(ity oftheo(ies co<e(ed will e f(om a cons+me( eha<io( 1e(s1ecti<e) The co+(se (eadin,sand acti<ities a(e desi,ned to hel1 lend theo(y and 1(actice) The (eadin,s will co<e( the

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asic conce1ts and theo(etical f(amewo(ks as well as 1(o<ide c+((ent thinkin, on keyto1ics) *ases will allow +s to a11ly these theo(ies to (eal ma(ketin, 1(olems)

Text: Strategic Brand Management, 3(d Edition> Ie<in ane Ielle( 2004)Additional Readings and Cases: To e 1(o<ided)

Course Requirements

1. xams: The(e will e two 26 semeste( eDams and one 6 final eDam) 8ll eDamswill (e+i(e a11lication of theo(y and 1(inci1les co<e(ed in the class) Fo(mat ofthe eDams will e miDed etween essay> sho(t answe(> 1(olems> and m+lti1lechoice ty1e +estions)

!. "ndividual Assignments: The(e a(e fo+( "6 indi<id+al assi,nments 3 casew(ite!+1s and field eDe(cise6 that a(e to e com1leted d+(in, the co+(se of thesemeste() These assi,nments a(e desi,ned to (einfo(ce im1o(tant conce1tsco<e(ed in the co+(se) 'etail on the assi,nments follows)

#. $rand Audit: St+dents will self!select a team consistin, of 3!" meme(s fo( the(and a+dit 1(oject) The ,oal of the (and a+dit is to ha<e st+dents cond+ct an in!de1th eDamination of a majo( (and of thei( choosin, and s+,,est ways toim1(o<e and le<e(a,e that (and e+ity) Select a (and +nde(,oin, a challen,e(e,a(din, its (and a(chitect+(e> (and 1o(tfolio> (and eDtension> o( (and(e<itali?ation) E<e(y team m+st st+dy a diffe(ent (and) He will disc+ss o1tionsfo( selectin, a (and on the fi(st day of class) The assi,nment of (ands will eon a fi(st!come!fi(st!se(<ed asis)

%. Attendance and Class &articipation: -t is eD1ected that each st+dent will ha<e1(e1a(ed fo( each dayBs class y com1letin, the daily (eadin, assi,nment andany assi,ned wo(k) Informed class 1a(tici1ation is an im1o(tant com1onent of the

co+(se) ot only will yo+( in1+t enhance the class(oom eD1e(ience fo( othe(s> itwill ad<ance yo+( lea(nin, of the mate(ial th(o+,h acti<e 1a(tici1ation) -f yo+ donot attend class and 1a(tici1ate this will e (eflected indi(ectly th(o+,h eDamsco(es and yo+( final ,(ade) $aylo( has a stated minim+m attendance 1olicy)%lease attend all classes and make the co+(se mo(e <al+ale to +s all y1a(tici1atin, in disc+ssion and eDe(cises) 8lso> 1lease ha<e yo+( cell 1honest+(ned off fo( class each day)

'. Academic integrit( is expected at all times and ta)en seriousl(. $aylo( is as1ecial 1lace> whe(e *h(istian <al+es sho+ld 1e(meate e<e(ythin, we do>incl+din, yo+( wo(k in this co+(se) - eD1ect yo+ to +1hold these 1(inci1les anddemonst(ate (es1ect th(o+,h yo+( actions in com1letin, eDe(cises> eDams> and in

class 1a(tici1ation) 8ctin, in a manne( consistent with hono( and inte,(ity willenefit e<e(y meme( of the comm+nity while en(olled at $aylo( and in the f+t+(e)

*. Researc+ xtra Credit: #ankame( Fac+lty meme(s a(e acti<e in eha<io(aland +siness (esea(ch) &ccasionally the(e may e an o11o(t+nity to ea(n eDt(ac(edit y se(<in, as a <ol+nta(y 1a(tici1ant in (esea(ch) Hhen s+ch o11o(t+nitiesa(ise an anno+ncement will e made in class) #owe<e(> the(e is no ,+a(anteethat s+ch an o11o(t+nity will a(ise> so do not co+nt on it facto(in, into yo+( co+(se1e(fo(mance)

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,rading: The followin, is a (eakdown of ,(ade y assi,nment:EDam -EDam --Final EDam-ndi<id+al 8ssi,nments

$(and 8+dit %(oject$(and 8+dit %(esentation%a(tici1ation

5555

25 5

000

-inal ,rades Assigned as -ollos: 8$K$*K

*'F

90!007)5!79)970!7)")5!9)9

0!)"40!49)959)9 and lowe(

/c+edule o0 Topics Assignments and xams2

Date Da( Topic Assignment

7=25 T $(and Mana,ement / 8n &<e(<iew Sylla+s and &<e(<iew of *o+(seT+e $uilding $loc)s o0 $rand quit(

7=2 Th The Hhat and Hhy of $(andin, *ha1te( / Industry Discussion

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9=0 T *+stome(!$ased $(and E+ity *ha1te( 29=03 Th *+stome(!$ased $(and E+ity *ha1te( 29=07 T %ositionin, *ha1te( 39=0 Th %ositionin, *ha1te( 39=5 T MTL *ase 'isc+ssion MTV Case Write-up Due

9= Th -nte(nal $(andin, *ha1te( 3 and additional (eadin,s9=22 T Re<iew fo( EDam Interim Report #1 Due

9=2" Th Exam 1-Material Covered 8/2-!/2" Capters 1$ 2$ % &dditional Readin's

Creating and 3easuring 4ig+ quit( $rands

9=29 T The $(and 8+dit *ha1te( 3 1,s) 24!360=0 Th Meas+(in, So+(ces of $(and E+ity *ha1te( 9 ! +alt(ics T(ainin, Session0=04 T Resea(ch a Session 'e<elo1 yo+( (esea(ch 1lan0=07 Th (rand &udit ) *reliminar+ Report Interim Report #2 Due

0=3 T $(andin, Elements and e,al*onside(ations

*ha1te( "

0=5 Th Ma(ketin, %(o,(ams to *(eate $(andE+ity

*ha1te( 5 and 4 Skim these cha1te(s6

0=20 T Ma(ketin, %(o,(ams to *(eate $(andE+ity

Red (ull Case Write-up Due

0=22 Th e<e(a,in, Seconda(y 8ssociations *ha1te( 0=2 T $(and ames and EDtensions *ha1te( 2 / (rand Extension

&ssi'nment Due

0=29 Th -n!class Ho(k $(and 8+dit $(in, +estions ao+t yo+( $(and 8+dit=03 T -n!class Ho(k $(and 8+dit $(in, +estions ao+t yo+( $(and 8+dit=05 Th Re<iew fo( EDam 211/1

,

T Exam 2-Material Covered !/2!-11/, Capters !$ "-$ 12

3anaging $rands

=2 Th Hhat Makes a St(on, $(andN *ha1te( 5 1,) 4"2!4""6= T 8me(ican ED1(ess *ase &meri.an Express Case Write-up Due

=9 Th Final Ho(k on $(and 8+dit $(in, +estions ao+t yo+( $(and 8+dit11/2 "

T Tans'ivin' 0olida+

11/2

T Tans'ivin' 0olida+

2=0 T $(and 8+dit %(esentations2=03 Th $(and 8+dit %(esentations inal (rand &udit Write-up Due

12/0 8

T Study Days

12/10

Th Study Days

2=5 T inal Exam ) 324,,*M-"4,,*M5 Compreensive2T+is sc+edule is subject to c+ange.

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Appendix A: Case 5uestions6"ndividual Assignments

3T7 8 $uilding $rand Resonance) Hhat is the MTL (and ima,eN #ow <al+ale a(e the MTL (and associationsN Hhatsho+ld its co(e <al+es eN2) 'esc(ie the c+((ent so+(ces of MTLBs (and e+ity) #ow ha<e they chan,ed o<e(

timeN #ow ha<e they (emained constantN3) Hhat is the (ole of m+sic within MTLN") Technolo,y is chan,in, the way <iewe(s watch tele<ision and inte(act with 1(o,(ams)'isc+ss the (ole of the -nte(net and technolo,y within MTL) Hhat has MTL done well todate to inte,(ate technolo,y with the (and and what else sho+ld MTL doN5) MTL etwo(ks incl+des many siste( channels s+ch as ickelodeon and S1ike TL)#ow has MTL een 1ositioned within this netwo(k <e(s+s the othe( channelsN -s this the(i,ht st(ate,yN Hhat else wo+ld yo+ do to o1timi?e the MTL etwo(k (and 1o(tfolioN4) &<e( the yea(s> MTL has e<ol<ed f(om a channel ao+t m+sic to a channel ao+t thec+lt+(e of m+sic to a channel ao+t c+lt+(e) Hhat does the f+t+(e hold fo( MTLO,loallyand domesticallyN

Red $ull 8 $uilding $rand quit( in 9onTraditional ;a(s6 'esc(ie Red $+llBs so+(ces of (and e+ity) 'o these so+(ces chan,e

de1endin, on the ma(ket o( co+nt(yN26 8naly?e Red $+llBs ma(ketin, 1(o,(am in te(ms of how it cont(i+tes to the

(andBs e+ity) 'isc+ss st(en,ths and weaknesses)36 E<al+ate Red $+llBs mo<e into he(al teas> fast!food chains> and ma,a?ines) 'oes itmake sense fo( the com1any to eD1and into these a(easN Hhat a(e the 1otentialenefits and dan,e(sN"6 $eca+se 1(od+ct +sa,e was not ma(keted as ein, limited to one o( e<en a fewoccasions> Red $+ll +se(s co+ld contin+e to +se the 1(od+ct e<en as thei( 1(io(itiesshifted) The case states that> a Red $+ll cons+me( fi(st att(acted to the 1(od+ct as ani,htlife enhance( in his o( he( ea(ly twenties mi,ht late( +se the d(ink as a mo(nin, 1ick!

me!+1 o( a (e<itali?e( d+(in, a lon, day of meetin,s)G #ow effecti<e is Red $+ll atad<e(tisin, to these <a(ied ,(o+1sN

$rand xtension Assignment <# page limit=6 Select a (ecent (and eDtension that yo+ think is a 1oo( st(ate,ic decision and disc+sswhy yo+ feel it was a 1oo( decision)26 %(o1ose a new eDtension to any (and that yo+ think is a ,ood st(ate,ic decision anddisc+ss why yo+ think it is a 1oo( decision)

American xpress: 3anaging a -inancial /ervices $randHhat elements and cha(acte(istics com1(ised the e+ity in the 8me(ican ED1(ess (andin the 940sN -n the 970sN #ow wo+ld yo+ c+((ently cha(acte(i?e the 8me(ican ED1(ess

(andN6 E<al+ate 8me(ican ED1(ess in te(ms of its com1etito(s) #ow well is it 1ositionedNHhat a(e its 1oints!of!1a(ity and 1oints!of!diffe(ence in its diffe(ent +siness a(easN #owhas it chan,ed o<e( timeN -n what se,ments of its +siness does 8me(ican ED1(ess facethe most com1etitionN26 E<al+ate 8me(ican ED1(essB inte,(ation of its <a(io+s +sinesses) Hhat(ecommendations wo+ld yo+ make in o(de( to maDimi?e the cont(i+tion to e+ity of allof its +sinessesB +nitsN 8t the same time> is the co(1o(ate (and s+fficiently cohe(entN

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36 Has it wo(th the time and effo(t to make the weisodeG with Je((y SeinfeldN Thesho(t film y Ellen 'eCene(esN Hhat a(e the ad<anta,es and disad<anta,es of +sin,the -nte(net to ad<e(tise a se(<ice!(elated com1anyN"6 &f the ad<e(tisin, cam1ai,ns desc(ied in the case> which wo+ld yo+ say was themost effecti<eN HhyN56 Hhat is mo(e im1o(tant fo( 8me(ican ED1(essOeD1and its 1(od+ct line of new ca(ds

s+ch as the -:P* ca(d6> o( foc+s on offe(in, new se(<ices to its ca(dholde(s s+ch asoffe(in, statements in $(aille o( makin, its t(a<el wesite easie( to +se6N

Case Anal(ses 8 half!1a,e (es1onse to each +estion asked fo( each case assi,ned is d+e at thee,innin, of class) Case analyses are indiidual assignments and should !e "or#ed oninde$endently i)e)> no disc+ssion with a classmate6)

8 w(itten case (ecommendation when asked is a fo(mal 1(o1osal s+mitted tomana,ement) Hhen w(itin, a case analysis> conside( the followin, 1oints:

6 Po+ may +se the +lletG 1oint fo(m fo( 1a(t of yo+( answe() #owe<e(> the 1oint m+st

e +nde(standale)

26 'o not sim1ly (estate data f(om the case) The *E& is al(eady familia( with the+siness and case factsQ

*ase +estion answe(s and (ecommendations will e ,(aded on a K> > ! asis) 8 Kis wo(th 25 1oints> a is wo(th 20 1oints> a ! is wo(th 5 1oints) 8 K is distin,+ishedf(om a y the st(en,th of j+stification and s+11lemental analyses of case data) Fail+(eto s+mit a case analysis at the e,innin, of class d+e will (es+lt in ,(ade of 0 1oints)

Case >eadO00 ) - will (andomly call on 2!3 st+dents at the e,innin, of each class tohel1 lead!off a case disc+ssion) Po+ will e (e+i(ed to eithe( ,i<e an o<e(<iew of the

case o( add(ess one of the case assi,nment +estions) %lease e (eady with yo+((ecommendations) Po+( 1e(fo(mance on the case lead!off will e incl+ded in the class1a(tici1ation com1onent of yo+( co+(se ,(ade

Active Class &articipation*lass 1a(tici1ation is e<al+ated on the +ality of yo+( 1a(tici1ation and its cont(i+tion toim1(o<in, the lea(nin, eD1e(ience of the class) 9ote t+at qualit( is not necessaril( a0unction o0 quantit(. Po+ will e e<al+ated acco(din, to the followin, ,+idelines)

%utstanding &'(: *ont(i+tions 1(o<ided majo( insi,hts as well as a f(+itf+ldi(ection fo( the class) 8(,+ments we(e well!s+11o(ted with tan,ile e<idence6and 1e(s+asi<ely 1(esented) -f this 1e(son we(e not a meme( of the class> the

+ality of the class disc+ssion wo+ld ha<e een si,nificantly diminished)

)ood &2(* *ont(i+tions we(e on!ta(,et> fai(ly well!s+11o(ted and 1e(s+asi<e) -fthis 1e(son we(e not a meme( of the class> the +ality of the disc+ssion wo+ldha<e een sli,htly diminished)

+ttending on-$artici$ant &1(: *ont(i+ted nothin, to the class disc+ssion) 81e(son attends class +t is silent and does not 1a(tici1ate in the classBdisc+ssion)

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.e$etitie &0(* -f a 1e(sonBs class comments we(e (e1etitio+s and o<io+s and didnot add <al+e to the class) That is> yo+ will e 1enali?ed fo( ai(timeG witho+t<al+e)

nsatisfactory &-1(: .nsatisfacto(y cont(i+tion occ+(s if inade+ate 1(e1a(ation)

-f this 1e(son we(e not a meme( of the class> the +ality of the disc+ssionswo+ld ha<e een enhanced)

+!sent or ate &-1(: &<io+sly> one cannot 1a(tici1ate if one is asent f(om theco+(se) "0 due to extenuating circumstances (ou must miss class a onepage executive summar( o0 t+at session?s readings and cases must besubmitted prior to t+e class to (ecei<e a com1a(ale c(edit fo( attendin, non!1a(tici1ant 1oint6> othe(wise the 1a(tici1ation 1oints fo( that day will e /)

Appendix $: $rand Audit &roject ,uidelines

St+dents will fo(m (and mana,ement teams 3!" meme(s6 to wo(k on this 1(oject) Po+( assi,nment is to take a (and and cond+ct a (and a+dit) E<e(y team m+st st+dy adiffe(ent (and within the ins+(ance ind+st(y> and (ands a(e assi,ned on a fi(st come>fi(st se(<e asis) - will 1(o<ide a list of ,ood candidates at the e,innin, of class)

The ,oal of the (and a+dit is to assess its so+(ces of (and e+ity and s+,,est ways toim1(o<e and le<e(a,e that (and e+ity) $(and a+dits a(e made +1 of (and in<ento(iescom1(ehensi<e s+mma(ies of a fi(mBs ma(ketin, and (andin, 1(o,(am6 and (andeD1lo(ato(ies in!de1th cons+me( 1(ofiles6)

To assess so+(ces of (and e+ity> it is necessa(y to 1(ofile cons+me(s (andknowled,e st(+ct+(es) 8 <a(iety of so+(ces of info(mation can e +sed to assemle this

1(ofile) St+dents a(e enco+(a,ed to cons+lt t(ade ma,a?ines and +siness 1+lications>and cons+lt with com1any so+(ces) F+(the(mo(e> yo+ a(e eD1ected to cond+ct yo+( owns+(<ey as 1a(t of the eD1lo(ato(y (esea(ch) 8fte( de<elo1in, a detailed and acc+(ate1(ofile o( mental ma1G of (and knowled,e st(+ct+(es f(om the (and eD1lo(ato(y> theneDt task is to 1(o<ide (ecommendations conce(nin, how the (and sho+ld e mana,edy analy?in, the (and in<ento(y) #ow can (and e+ity e +ilt and how can it eeffecti<ely le<e(a,ed into new 1(od+ct cate,o(ies to maDimi?e 1(ofitsN To answe( this+estion> st+dents will c(itically analy?e c+((ent ma(ketin, 1(o,(ams and makes+,,estions fo( new ma(ketin, 1(o,(ams)

The fo(mal (e+i(ements fo( the (and a+dit 1(oject a(e two 1(o,(ess (e1o(ts and a final1a1e( and 1(esentation> as follows:

) -nte(im Re1o(ts 0 of yo+( 1(oject ,(ade6) The fi(st inte(im (e1o(t is d+e onSe1teme( 22nd) This (e1o(t sho+ld sketch yo+( 1(elimina(y <ision of a mental ma1G fo(the (and in te(ms of the st(en,th> fa<o(aility> and +ni+eness of salient (andassociations and o+tline a 1(elimina(y d(aft of the +estionnai(e fo( the (andeD1lo(ato(y) The second inte(im (e1o(t is to se(<e as a (esea(ch 1lan fo( the (and a+dit)-n it yo+ sho+ld detail the iss+es yo+ wish to (esea(ch and the method y which yo+ willdo yo+( (esea(ch incl+din, s1ecific +estions> etc) Each inte(im (e1o(t sho+ld e nolon,e( than 3 1a,es in len,th do+le!s1aced)

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2) Final Re1o(t 90 of yo+( 1(oject ,(ade6) The final (e1o(t is d+e at the e,innin, ofthe class on the last day of class> 'eceme( 3(d) The final (e1o(t consists of a (andin<ento(y> (and eD1lo(ato(y and 1(o<ides (ecommendations conce(nin, how to +ildand mana,e e+ity fo( the (and chosen) Po+( w(itten s+mma(y sho+ld not eDceed 5do+le!s1aced ty1ed 1a,es> 1l+s a one!1a,e eDec+ti<e s+mma(y and a11endices as

necessa(y G ma(,ins> 2!1oint ty1e6) Each team will 1(esent thei( (and a+dit to theclass in 5!min+te 1(esentations the last two weeks of the semeste() -n addition - wo+ldlike a co1y of the 1(esentation slides on the day of the 1(esentation) Each of yo+ will easked to e<al+ate the cont(i+tion of yo+( team 1ee(s at the concl+sion of the co+(se)These e<al+ations will e +sed in dete(minin, 1(oject ,(ades fo( each indi<id+al in onyo+( team

,uidelines 0or -inal $rand Audit Report

The final (e1o(t consists of a (and in<ento(y> (and eD1lo(ato(y and 1(o<ides(ecommendations conce(nin, how to +ild and mana,e e+ity fo( the (and chosen)Po+( w(itten s+mma(y sho+ld not eDceed 20 do+le!s1aced ty1ed 1a,es> 1l+s a one!

1a,e eDec+ti<e s+mma(y> a11endices as necessa(y> and com1lete (efe(ences Gma(,ins> 2!1oint ty1e6) The final (e1o(t is d+e the last class day> May ")

/uggested Components o0 -inal $rand Audit Report se+ence may <a(y6

) #isto(y and &<e(<iew 1a,e o( less6

The fi(st 1a,e is an o<e(<iew of the (and and its histo(y)

2) Iey *hallen,es Facin, $(and 1a,e o( less6

The second 1a,e sho+ld set!+1 the key challen,es facin, (and) The challen,es sho+ld

(elate to (and a(chitect+(e> (and 1o(tfolio> (and eDtension> and=o( (and (e<itali?ation)

3) $(and -n<ento(y ao+t 5 1a,es 1l+s eDhiits6

$(and in<ento(ies a(e com1(ehensi<e s+mma(ies of a fi(mBs ma(ketin, and (andin,1(o,(am)

a)6 'etail the (and a(chitect+(e)

i) C(a1hically dis1lay the (and hie(a(chy)

ii) 'isc+ss the (oles of (ands in the 1o(tfolio) Foc+s on yo+( selected (and and othe(

(ands deemed (ele<ant to yo+( (and)

iii) 'isc+ss the hie(a(chy (elationshi1 of yo+( (and)

)6 8naly?e the fi(mBs (andin, and ma(ketin, 1(o,(ams) #ow do they cont(i+te to(and knowled,eN #ow consistent ha<e they een o<e( timeN -s the(e consistencyetween the (and and ma(ketin, elementsN

i) 8naly?e the (and ,(a1hics lo,os> names> 1acka,es6)

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ii) 8naly?e the (andBs 1ast and c+((ent ad<e(tisin, cam1ai,ns)

iii) 8naly?e the (andBs 1(od+ct> 1(omotions> dist(i+tion> and 1(icin,)

c)6 %(ofile com1etiti<e (ands and ma(ket sit+ation)

") $(and ED1lo(ato(y ao+t 5 1a,es 1l+s eDhiits6

$(and eD1lo(ato(ies a(e in!de1th 1(ofiles of cons+me(sB (and knowled,e st(+ct+(es)

a)6 'e<elo1 a detailed and acc+(ate 1(ofile of c+((ent (and knowled,e st(+ct+(es) -na11endiD> 1(o<ide s1ecifics ao+t s+(<ey and data collection to assess (and knowled,est(+ct+(es)

)6 8ssess the (andBs associations at each le<el of *$$E 1y(amid)

c)6 'isc+ss if cons+me(sB knowled,e st(+ct+(es ha<e +nde(,one any si,nificant o( (ecentchan,es)

5) Recommendations ao+t 2!3 1a,es6

Make 3!" (ecommendations to the (and conce(nin, how the (and sho+ld e mana,edo<e( the neDt 5 yea(s y c(itically analy?in, the (and in<ento(y and (and eD1lo(ato(y)Po+( (ecommendations need to e s+11o(ted y data f(om yo+( (and in<ento(y and(and eD1lo(ato(y)

$rand Audit &resentations

Each team will 1(esent thei( (and a+dit to the class in 5 min+te 1(esentations K 3!5min+tes of U8 on 'eceme( st o( 3(d) S+ch a sho(t time 1(ohiits a com1(ehensi<eco<e(a,e of the (and a+dit contained in the final (e1o(t) -dentify and 1(esent the key1oints of the (and in<ento(y and (and eD1lo(ato(y that a(e (ele<ant to yo+((ecommendations) '(ess is +siness cas+al) E!mail me %owe(%oint slides fo( yo+(1(esentation at least !ho+( 1(io( to yo+( 1(esentation)

Additional Resources:

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+ttp:66.brandee).com6b6index.jsp

http://www.brandcoolmarketing.com/

http://www.brandweek.com/bw/index.jsp

http://www.brandcoolmarketing.com/

http://www.brandweek.com/bw/index.jsp

K456

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