|1.||Compare and contrast the elements of a managing a product and managing a brand;|
|2.||Critique the different measures of brand equity, including brand salience;|
|3.||Debate 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 develop differing brand and product portfolio management strategies.|
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition,
Kevin Keller. (2012).
Where to next?
As part of a course
This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.
Study a single unit
This unit can be studied on its own, without enrolling in a full degree. Learn more about single units of study at VU.
VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.