Marmara Üniversitesi
Marmara Üniversitesi Eğitim-Öğretim Bilgi Sistemi

This course aims to show how a brand is created from consumer target selection to decide on the right product & concept mix and to create the best in class executions to make sure that the brand is advertised well and reached desired level of consumers.

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Briefing, Consumer Segmentation, SWOT Analysis, Focus Groups Studies, Etnographies & In-depth interviews, Consumer Insight, Product/Innovation Tests, Concept Mix Studies, Advertisement Creation, POA,POB,POC (point of awareness, buying and consumption), Advertisement Tests, War Gaming,Tracking Studies

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İngilizce

The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity) Paperback – 20 Aug 2004 by Jean-Noël Kapferer (Author)

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• Learn key marketing variables in the brand creation journey.
• Link the engineering outputs with different marketing steps and learn how to create their own brands, products.
• Have awareness on how marketing instruments are applied on all products and mediums.
• Understand and evaluate the good quality in products, innovations, brands, advertisements and in store executions.
• Learn to read competitive environment, war gaming and crisis management in the brand creation process.