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CHAPTER 1 BRANDS & BRAND MANAGEMENT
What is a Brand? ,[object Object]
What is  X ? ,[object Object],[object Object]
Creating Competitive Advantage through… ,[object Object],[object Object]
What Does a Brand Do? ,[object Object],[object Object]
New Branding Challenges  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Concept of Brand Equity ,[object Object],[object Object],[object Object]
The Concept of  Customer-Based Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Determinants of  Customer-Based Brand Equity ,[object Object],[object Object]
What is a Brand? ,[object Object]
The Key to Branding ,[object Object],[object Object]
Building  Customer-Based Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Benefits of  Customer-Based Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer-Based Brand Equity as a “Bridge” ,[object Object],[object Object]
Strategic Brand Management ,[object Object]
Strategic Brand Management Process Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand associations Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand Value Chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization KEY CONCEPTS STEPS Grow and Sustain Brand Equity Identify and Establish Brand Positioning and Values Plan and Implement  Brand Marketing Programs Measure and Interpret Brand Performance

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Brands & Brand Management

  • 1. CHAPTER 1 BRANDS & BRAND MANAGEMENT
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. Strategic Brand Management Process Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand associations Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand Value Chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization KEY CONCEPTS STEPS Grow and Sustain Brand Equity Identify and Establish Brand Positioning and Values Plan and Implement Brand Marketing Programs Measure and Interpret Brand Performance

Editor's Notes

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  6. 12
  7. 14
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  11. 15
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