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BEM 326A Brand Management & New Product Innovation: Home

Resource guide for students in BEM 326A


Here you will find suggested resources to help you succeed in finding information to support your Brand Audit and New Product Innovation Plan in Professor Beahm's BEM 326A course.

Brand Audit & New Product Innovation Proposal Details

You will work in teams to conduct a brand audit as well as a new product innovation proposal/launch plan for Dewey’s Bakery, a North Carolina manufacturer of sweet and savory treats.

Through the brand audit your team will identify both the opportunities and the challenges facing the Dewey’s Bakery brand, and from this audit you will develop and recommend to Dewey’s management the introduction of a new product innovation idea, one which you believe the company should capitalize on to help grow volume and market share.

Suggested Course Readings (from syllabus)


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