|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).
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