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MKG 400 Brand Management

I. Organization Background

These sources will help you with section I.a. of this assignment which involves identifying your company's goods and services.

The following source will help you with Section 1. b. which involves discovering your company's target market.

II. Brand Exploratory

The following source will be helpful for the Resonance Pyramid, section 2.b., of this assignment.

Other Marketing Related Terms

  • Advertising OR Marketing
  • Reinforcement advertising
  • Neuromarketing
  • Communication in marketing
  • "judgments, feelings"
  • "brand resonance"

III. Brand Inventory

The following resource will be helpful for section III. a and b of this assignment.

The following resource will help with the Evaluation of Brand Architecture.

Suggested Search Terms

Brand architecture- Business Source Complete does not use this term in their subject headings.  However, searching using "brand architecture" and words to describe one of the brand architecture guidelines (e.g. customer focus) may bring back some articles.

Brand elements- Search using the brand element (e.g. memorable) combined with "brand choice" OR branding.

Brand equity- Business Source Complete uses "brand equity" as a subject term so that will work.