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== Session 5 and 6 - Brand strategy == | == Session 5 and 6 - Brand strategy == | ||
Problem: How to create a brand strategy? | |||
Learning objectives: | |||
:#What kind of brand strategies exist? | :#What kind of brand strategies exist? | ||
:## Examples? | :## Examples? | ||
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:## Advantages / disadvantages? | :## Advantages / disadvantages? | ||
:# What's the interrelation between a brand strategy and a brand portfolio? | :# What's the interrelation between a brand strategy and a brand portfolio? | ||
* '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity. | * '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity. |