MKTG 612 Brand Management Session 2: Customer-Based Brand Equity and Brand Positioning

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This session presents a lecture on Customer-Based Brand Equity and Brand Positioning. The session is convened by Dr. Sheena Lovia Boateng, University of Ghana Business School.

Learning Outcomes
Define customer-based brand equity.

Outline the sources and outcomes of customer-based brand equity.

Identify the four components of brand positioning, understand how to develop a good brand positioning.
  1. Sheena Lovia Boateng Studio
  2. brand management
  3. brand management in marketing
  4. brand management course
  5. brands
  6. brand value
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