|1.||Critically reflect upon the elements of managing a product and brand;|
|2.||Critique the different measures of brand equity;|
|3.||Evaluate communication strategies by justifying the measures of valuation formation that are based on consumer perception;|
|4.||Appraise the rationale behind new product development and new services development processes, including innovation, research, and testing; and|
|5.||Assess and critically review differing brand and product portfolio management strategies.|
|Presentation||Presentation on Brand Development Strategy (Group)||20%|
|Essay||Research essay on branding||40%|
|Report||Brand analysis report||40%|
Strategic Brand Management: Building, Measuring, and Managing Brand Equity 6th ed
Kevin Lane Keller and Vanitha Swaminathan (2020)
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