QUẢN TRỊ THƯƠNG HIỆU
1
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1. Định vị thương hiệu là gì? Tại sao doanh nghiệp cần định vị thương
hiệu?
2. Có mấy bước định vị thương hiệu? Phân tích từng bước?
3. Phân tích các chiến lược định vị thương hiệu? Đưa ví dụ cho mỗi
chiến lược
4. Tái định vị thương hiệu là gì? Khi nào thì doanh nghiệp cần tái định vị
thương hiệu?
Ôn tập lại kiến thức bài chương 4
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3
Thuyết trình bài tập nhóm
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4
CHƯƠNG 5
KIẾN TRÚC THƯƠNG HIỆU
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5
CẤU TRÚC NỘI DUNG
Giới thiệu về kiến trúc
thương hiệu
5.1
Các mô hình kiến trúc thương
hiệu
5.2
Quản trị danh mục thương hiệu
5.3
Phát triển các chiến lược
thương hiệu
5.4
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