Brand Management Mid Term Study Guide

Biswas Brand Management (MAR 6936 Spring 2013) MAR 6936 MIDTERM EXAM STUDY GUIDE Exam Format The exam will have a mix of multiple-choice questions and short answers, with a higher total number of points for short answer questions. nonE Anything and everything covered in class (through lectures, discussion, articles, activities, etc. ) and/or posted on Blackboard, are 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 material covered in class. Introduction to Basic Issues defining a instigator new challenges the concept of brand equity travel in the strategic brand management process. Branding Innovations and New Products Issues in branding intromissions different options in naming a new product/innovation becoming brand exemplars first mover issues reasons for new branding innovations to succeed versus fail reasons for branding an innovation.Brands, Branding, and Meaning of Brands Br ands and competitive advantage brand story/ kernel brands and competitive advantages brands as signals of product quality designing branding strategy. Brand Positioning Defining comparative frames of reference issues think to PoP and PoD brand positioning product category membership challenges in positioning core brand values brand mantras. Brand Extensions and Brand Portfolios When are brand extensions becharm? 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 fading brand improving and reinforcing brand image over time. HBS Cases You should be familiar with the concepts/principles that we discussed in class in the context of the HBS cases, such as traditional vs. non-traditional branding strategies and breakaway positioning strategy.