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List criteria for determining a branding option in a company’s brand architecture
Describe appropriate use cases for various types of brand naming options
Recognise effective brand architecture design
Create an architecture so that all product offerings work together and create a synergistic effect
Explain how product promotions work
Describe the effects of price promotions for fast moving consumer goods (FMCG) on retailers and manufacturers
Articulate how mobile promotions can be used by product managers
Differentiate brand promotions and product promotions
List the advantages and disadvantages of leveraging, including feedback effects and extension effects
Articulate the strategic value of feedback effects and extension effects
Differentiate between product extension strategies and brand extension strategies
Explain when the different extension strategies should be used
Identify need profiles of potential target markets
Explain the importance of a business identity in branding strategy
Differentiate between a business identity and a business tagline
Describe how to implement the business identity through marketing actions (3 Es)
Explain why sentiment analysis or opinion mining is useful and how product managers can benefit from it
Describe the role of sentiment analysis in making product management decisions
Identify the key steps in the sentiment analysis process
Apply a text mining algorithm to real-world text data and gain insights into the emotional content of product reviews