Whiteboard: Essence of Brand Management Tutorial

A tut that asked a few questions, in particular:

1. What is the essence of brand management?
2. How can it be seen that brand management involves irreconcilable paradigms?
3. What disciplines are involved in brand management?
4. Why do brand managers care about consumer heterogeneity and what types of heterogeneity exist?

And so here's how the board looked when I finished:



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