BRAND CAMP + Online Home

Syllabus

Articles:

The Brand Equity Pyramid

Brand Familiarity

Brand Love

Brand Synthesis

Conceptualizing, Measuring, Managing Brand Equity

Consumer Evaluations of Brand Extensions

Measurement and Dimensions of Brand Equity

Measuring Brand Equity

Perceived Brand Globalness

Class Slides

Day 1 Slides

Day 2 Slides

Brand Measurement Excel Sheet

Day 3 Slides

Day 4 Slides

Group Project Dropbox Upload Link

Day 5 Slides