33. Solving Complex Problems

Actor Analysis Actors Involved Problem Statements Goal Analysis Goal Tree and Criteria Causal Analysis Causal Diagram Scenario Analysis Problem Diagram […]

28. Managing Fashion and Luxury Companies

Week 1 What Is Fashion? New Trends Dream Factor and Media System What Is Luxury? Luxury as a Product Luxury […]

5 Rationales for Brand Change

The identity/execution was poorly conceived: Can often be identified by measures of consumer interest, brand associations, sales. The target for the identity/execution […]

Brand Element Choice Criteria

Memorable: Easily recognized, Easily recalled Meaningful: Descriptive, Persuasive Appealing: Fun and interesting, Rich visual and verbal imagery, Aesthetically Protectable: Legally, Competitively Adaptable: Flexible, Updateable Transferable: Within and across product categories, Across geographical boundaries and cultures

18. An Introduction to Marketing

Coursera, University of Pennsylvania Module 1: Branding Marketing Strategy and Brand Positioning Customer Decision Making and the Role of Brand […]