Brand heritage - Samenvattingen en Aantekeningen

Summary of all mandatory articles for the exam of the course brand management, of the master's program Marketing Management.

All lecture notes of the course brand management, year .

Extensive summary of the mandatory papers for Brand Management 2021. Included are the following papers: 1. Conceptualizing, measuring, and managing customer-based brand equity 2. Consumer research insights on brands and branding: a jcr curation 3. Working consumers: co-creation of brand identity, consumer identity and brand community identity 4. The importance of brand heritage as a key performance driver in marketing management 5. The interplay of innovation, brand, and marketing mix var...