Study Guide

Objective

The student can explain the meaning of brand management when determining and attaining a market position. The student will be competent in analysing, planning, building, developing, and managing brands. The student will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.

Content

- Defining a brand
- Personality of brands
- Core promise and values
- Meaning of brands to consumers and companies
- Constructing a brand
- Personal brand
- Storytelling
- Managing the lifespan of a brand
- Measuring the performance of a brand

Assessment criteria, satisfactory (1)

The student has completed the assigned tasks/sections. The student can explain the importance of building a brand in achieving a company's competitive advantage and finding the company's market position. The student recognizes the key features of building and developing a brand.

Assessment criteria, good (3)

The student has carried out work and participated actively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analyzing, planning, and building brands. Students will also be competent in recognizing and applying methods for constructing and developing brands.

Assessment criteria, excellent (5)

The student has carried out work thoroughly and participated actively and constructively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analyzing, planning, building, developing, and managing brands. Students will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.