Basically, this should be everything you need to know for the exam in Brand Management (GRA 4145). The document includes TWO sets of notes, which are mainly THE SAME information, but the first one is 17 pages and the second is 9 pages. In other words, the first one is a more comprehensive summary, whilst the second part is simply shortened down and compressed into solely what you really have to cram for the exam.

Note: This is for the MASTERS course "Brand Management", NOT the bachelors

Basically, this should be everything you need to know for the exam in Brand Management (GRA 4145). The document includes TWO sets of notes, which are mainly THE SAME information, but the first one is 17 pages and the second is 9 pages. In other words, the first one is a more comprehensive summary, whilst the second part is simply shortened down and compressed into solely what you really have to cram for the exam.

Note: This is for the MASTERS course "Brand Management", NOT the bachelors course "Branding".

The summary is building on relevant chapters from Keller (2013), as well as the articles Nedungadi (1990), Ratneswas & Shocker (1991), Fischer et al (2010), Brown et al (2006), Romani et al (2012), Batra et al (2012), Park et al (2010), Malar et al (2011), Aaker & Joachimsthaler (2000), Biehal & Shenin (2007), Rao et al (2004), Park et al (1986), Aaker & Keller (1990), Volckner & Sattler (2006), Simonin & Ruth (1998), Washburn et al (2004), Samuelsen et al (2014), Russell (2002), Wilson & Till (2011), Miles and Mangold (2005), Burmann & Zeplin (2005) and Punjaisri et al (2009).

I recommend memorizing sentences from the second part, as well as the author. Reference the authors on the written exam. Good luck :)