Study Guide

Objective

The student can explain the meaning of brand management when determining and attaining a market position. The student is able to identify the ways of building a brand. The student can apply brand-building tools. The student is able to analyze, design, build, develop and manage brands.

Content

- Brand definition
- The brand's target image, personality, core promise and values
- The importance of brands for consumers and organizations
- Brand building
- Personal brand
- Storytelling
- Brand performance measurement
- Brand life cycle management

Assessment criteria, satisfactory (1)

The student has completed the assigned tasks. The student can outline the importance of building a brand in achieving a company's competitive advantage and finding the company's market position. The student identifies the main ways of building a brand.

Assessment criteria, good (3)

The student has completed the assigned tasks. 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 and knows how to apply brand-building methods. The student knows how to analyze, plan, and build brands.

Assessment criteria, excellent (5)

The student has completed the assigned tasks thoroughly and extensively. 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 can identify and apply a wide range of brand-building methods. The student knows how to analyze, plan, build, develop and manage brands.