An Overview of Brand Management

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What is a Product?

A Product in Three Levels:

The Core Product

The Actual Product

Augmented Product

Product Classifications

Consumer Goods

How Do You Best Obtain a Sustainable Competitive Advantage?

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Individual Product Decisions

Branding Definitions

Branding Decisions:.Family Brands

Brand Decisions

Product Line Decisions

Product Mix Breadth and Length

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Author: Scott Smith

Email: smsmih@byu.edu

Home Page: http://marketing.byu.edu/htmlpages/courses/693br/main.html