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Reading Assignment In order to access the following resources, click the links below. Note: The transcript for each video is available to view and/or print by clicking on the “Show Transcript” tab on the right side of the video page. You are only required to view the following portions of the video below: Segments 1 titled “Expansion Introduction” (1:14 in length), 6 titled “Brand Licensing” (4:45 in length), 10 titled “Brand Portfolio Managers” (3:14 in length), 12 titled “Brand Management” (1:13 in length), 14 titled “Brand Purchasing” (4:07 in length), and 16 titled “Ultimate Challenger Brand” (2:36 in length). Bartholomew, J. (Producer), & Barrett, S (Director). (2014). Expansion: Secrets of branding [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/logi… ylists.aspx?wID=273866&xtid=58813 You are only required to view the following portion of the video below: Segment 4 titled “Brand Equity” (2:04 in length). Bartholomew, J. (Producer), & Barrett, S (Director). (2014). Persistence: Secrets of branding [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/logi… ylists.aspx?wID=273866&xtid=58809&loid=279838 You are only required to view the following portions of the video below: Segments 1 titled “Brands and Market Structure” (3:49 in length), 2 titled “Functional Values in Brand Names” (2:32 in length), 3 titled “Emotional Values in Products” (2:17 in length), 5 titled “Effects of the Brand” (3:39 in length), and 8 titled “Creativity and the Use of Media” (1:54 in length). Eglin, B. (Producer). (1999). The value of brand names [Video file]. Retrieved from https://libraryresources.columbiasouthern.edu/logi… ylists.aspx?wID=273866&xtid=10836



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