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Uploaded byJawad Chaudhry
Chapter 1 (introduction to strategic brand management)
Strategic brand management involves four key steps: 1. Identifying and establishing brand positioning and values through tools like mental maps, competitive frames of reference, and core brand values. 2. Planning and implementing brand marketing programs using techniques like mixing brand elements, integrating activities, and leveraging associations. 3. Measuring and interpreting brand performance with audits, tracking, and equity management systems. 4. Growing and sustaining brand equity through strategies like brand-product matrices, portfolios, expansion, reinforcement, and revitalization.
