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  • Unit 4 Review Slides
    Course Introduction
    Course Syllabus
    Unit 1: The Principles of Strategic Brand Management
    1.1: Brand Management Strategic Models
    Branding and the Brand Building Process
    1.2: Multi-brand Company's Strategic Plan Goal Setting
    Strategy and Context
    1.3: Modeling Long-Term Brand Strategy
    Common Branding Strategies
    Unit 1 Study Resources
    Unit 1 Review Video
    Unit 1 Review Slides
    Study Guide: Unit 1
    Unit 1 Assessment
    Unit 1 Assessment
    Unit 2: Consumer Choice: Loyalty, Preference, and Brand Equity
    2.1: Customer-Based Brand Equity
    Brand Equity Models
    Loyalty Management
    2.2: Consumer Buying Loyalty Factors
    Customer Journey Mapping
    2.3: The Consumer Journey
    Five KPIs Every Business Must Consider
    Unit 2 Study Resources
    Unit 2 Review Video
    Unit 2 Review Slides
    Study Guide: Unit 2
    Unit 2 Assessment
    Unit 2 Assessment
    Unit 3: The Brand Audit: Asset Development
    3.1: Strategic Imperatives
    Brand Auditing and Brand Salience Management
    Strategies: Principles of Management
    Mediators of the Customer Satisfaction-Loyalty Relationship
    3.2: The Core Brand Identity
    Uncovering the Corporate Brand's Core Values
    3.3: Brand architecture
    Consumer Reliance on Alternative Digital Touchpoints
    Branding, Labeling and Packaging
    Unit 3 Study Resources
    Unit 3 Review Video
    Unit 3 Review Slides
    Study Guide: Unit 3
    Unit 3 Assessment
    Unit 3 Assessment
    Unit 4: Brand Portfolio Management
    4.1: Strategies in Managing Brand Portfolios
    Strategic Portfolio Planning Approaches
    Product Portfolio Management
    4.2: Product Expansion/Growth Matrix
    Portfolio Planning and Corporate Level Strategy
    4.3: New Product Development Stages for Brand Expansion
    Concentration Strategies
    Unit 4 Study Resources
    Unit 4 Review Video
    Unit 4 Review Slides
    Study Guide: Unit 4
    Unit 4 Assessment
    Unit 4 Assessment
    Unit 5: Sustainable Competitive Advantage
    5.1: Competitive Differentiation
    Porter's Generic Strategies and Firm Performance
    Differentiation: Mastering Strategic Management
    5.2: Competitive Intelligence
    Competitive Intelligence Information
    Business Process Performance Measurement
    The Global Business Environment
    5.3: Ethical Brand Management
    Marketing Ethics: Selling Controversial Products
    Unit 5 Study Resources
    Unit 5 Review Video
    Unit 5 Review Slides
    Study Guide: Unit 5
    Unit 5 Assessment
    Unit 5 Assessment
    Unit 6: Brand Research and Trends
    6.1: Macro Environmental Factors Impacting Brand Success
    PESTLE Analysis
    Marketing Information Systems
    From Information Experience to Consumer Engagement
    The Marketing Environment
    6.2: Micro Environmental Factors Impacting Brand Success
    Analyzing the Organization's Micro-Environment
    6.3: SWOT Analysis For Financial Opportunity
    SWOT Analysis: Mastering Strategic Management
    Unit 6 Study Resources
    Unit 6 Review Video
    Unit 6 Review Slides
    Study Guide: Unit 6
    Unit 6 Assessment
    Unit 6 Assessment
    Unit 7: The Study of Brand Positioning Using Integrated Marketing Communications
    7.1: Brand Positioning Model
    The Language of Brands in Social Media
    Integrated Marketing
    7.2: Gap Analysis for Opportunity
    Developing Insights from Social Media
    7.3: Digital and Promotional Marketing
    How to Catch Consumers' Attention
    Unit 7 Study Resources
    Unit 7 Review Video
    Unit 7 Review Slides
    Study Guide: Unit 7
    Unit 7 Assessment
    Unit 7 Assessment
    Unit 8 Consumer Relationship Management (CRM)
    8.1: Customer Based Brand Equity
    Understanding Consumer Behavior
    Social Customer Relationship Management
    Factors that Influence Consumers' Buying Behavior
    8.2: Brand Growth through Consumer Relationships
    What is Marketing?
    8.3: Customer Lifetime Value
    Marketing and Customer Relationships
    Unit 8 Study Resources
    Unit 8 Review Video
    Unit 8 Review Slides
    Study Guide: Unit 8
    Unit 8 Assessment
    Unit 8 Assessment
    Unit 9 User Experience (UX)
    9.1: Introduction to UX
    A Performance Perspective on UX
    Understanding UX Better
    9.2: Customer Lifecycle Management
    From Information Experience to Consumer Engagement
    9.3: Design Thinking
    What is Design Thinking?
    Unit 9 Study Resources
    Unit 9 Review Video
    Unit 9 Review Slides
    Study Guide: Unit 9
    Unit 9 Assessment
    Unit 9 Assessment
    Unit 10: Technology and Brand Management
    10.1: Market Intelligence
    Determinants of Brand Loyalty of Sports Footwear
    Strategic Social Media Marketing
    10.2: Brand CRM Applications
    Data Governance Issues in Digital Marketing
    10.3: Marketing Technology Applications
    Big Data Analytics and Sales Performance
    Predictive Analytics and Consumer Loyalty
    Unit 10 Study Resources
    Unit 10 Review Video
    Unit 10 Review Slides
    Study Guide: Unit 10
    Unit 10 Assessment
    Unit 10 Assessment
    Study Guide
    BUS631 Study Guide
    Course Feedback Survey
    Course Feedback Survey
    Certificate Final Exam
    BUS631: Certificate Final Exam
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  1. BUS631: Brand Management
  2. Unit 4: Brand Portfolio Management
  3. Unit 4 Study Resources
  4. Unit 4 Review Slides

Unit 4 Review Slides

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Saylor Academy © 2010-2025 except as otherwise noted. Excluding course final exams, content authored by Saylor Academy is available under a Creative Commons Attribution 3.0 Unported license. Third-party materials are the copyright of their respective owners and shared under various licenses. See detailed licensing information. Saylor Academy®, Saylor.org®, and Harnessing Technology to Make Education Free® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.