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FALL TERM I 2024• BRAND MANAGEMENT • FSH MKT 3300 • 555

Alison M. Wolfe MBA, MS, PhD, Professor

COURSE OUTLINE

Version #1, 09.02.2024

READERS ARE READING
LEADERS! TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 8:
LEVERAGING SECONDARY BRAND ASSOCIATIONTO BUILD BRAND EQUITY

BOOK CLUB: WHEELER & MEYERSON (2024), CLARIFYING STRATEGY

Questions for you: What did I learn?
1. Outline the eight main ways to leverage secondary associations.
2. Explain the process by which a brand can leverage secondary associations.
3. Describe some of the key tactical issues in leveraging secondary associations from
different entities.

Week 8 MONDAY, OCTOBER 21 (10.21)

WEDNESDAY, OCTOBER 23 (10.23)
PART III
TEXTBOOK «&«2 ? KELLER & SWAMINATHAN (2020), CHAPTER 8
•
DESIGNING • DISCUSSION QUESTIONS, p. 291, Q. 8-4, 8-5
CASE QUESTIONS, BRAND FOCUS 8.0, p. 292, OPEN DISCUSSION
AND • “GOING FOR COPROATE GOLD AT THE OLYMPICS”

IMPLEMENTING • THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
•
ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
BRAND «&« 2 ? FACILITATOR: #5. LINDA AVERY
MARKETING
PROGRAMS
FRIDAY, OCTOBER 25 (10.25)
Special Virtual Fashion Professional Guests:
Welcome Alice Flynn, EC Fashion Marketing class!
Active learning in
action: interactive BOOK CLUB «&« 2 ? & DISCUSSION
discussion on the • WHEELER & MEYERSON (2024), CLARIFYING STRATEGY
reading «&« 2 ? BOOK CLUB FACILITATOR: #5. ABIGAIL FLATT

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