Brand extension and multi-brand strategies

1. Understand the theory behind brand naming, brand extension and multi-brand strategies and comprehend the importance of brand equity in the management of brands

2. Understand the importance of brand associations to the building of brand image and Recogize the part played by positioning in successful brand management.

1. How would you define ‘branding’?

2. What are the ‘augmented’ aspects of a product or service?

3. What is a ‘brand pirate’?


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