MKTG 612 Brand Management Session 3: Brand Resonance and the Brand Value Chain

This session presents a lecture on Brand Resonance and the Brand Value Chain. The session is convened by Dr. Sheena Lovia Boateng, University of Ghana Business School.

Learning Objectives
Define Brand resonance

Understand the steps involved in building brand resonance (The Brand building blocks)

Define the Brand value chain

Explain the Stages in the Brand value chain

brand management consumer brands