Vietnam, Open UniversityCREATING & MANAGING BRANDS christian bluemelhuber / INBEV BAILLET LATOUR professor for euromarketing / Solvay Brussels School / ULB christian bluemelhuber • email
Trang 1Vietnam, Open University
CREATING & MANAGING BRANDS christian bluemelhuber / INBEV BAILLET LATOUR professor for euromarketing / Solvay Brussels School / ULB
christian bluemelhuber • email: christian.bluemelhuber@ulb.ac.be • Solvay Brussels School! 1
5"Brand Image & Knowledge
6"Brand Elements & Marketing Programs
re modern ideas and theories of brand management In addition to learning basic and advanced techniques, you will carry out small branding-projects
to experience the power and limitations of brand management.
Trang 2christian bluemelhuber • email: christian.bluemelhuber@ulb.ac.be • Solvay Brussels School! 2
Brands in context
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Challenges
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Brand success
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Brand success
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What is a brand?
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Branding (commodity approach)
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Branding (commodity approach)
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Why / how branding?
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Brand Equity
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Brand Equity
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Brand Value Chain
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Strategic branding
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Positioning
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Positioning today:
FOR
POP
POD
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Identity
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Learning / Brand Image
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Learning / Brand Image
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Memory
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Associations & Sources
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Measuring BE
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Measuring
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INTO THE BRAIN
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Big ideas in Branding
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Communication
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Architecture
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Architecture
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UNDERSTANDING CULTURE
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Exploitation
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Alliances
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Cultural Branding
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Euro-branding
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Eurobranding