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CHAPTER 3 BRAND POSITIONING AND VALUES
Strategic Brand Management ,[object Object],[object Object]
Strategic Brand Management Process Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values 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
CUSTOMER-BASED BRAND EQUITY ,[object Object],[object Object],[object Object]
Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Issues in Implementing  Brand Positioning ,[object Object],[object Object],[object Object],[object Object]
Establishing Category Membership ,[object Object],[object Object],[object Object]
Identifying & Choosing  POP’s & POD’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communicating & Establishing  POP’s & POD’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategies to Reconcile  Attribute & Benefit Trade-Offs ,[object Object],[object Object],[object Object]
Updating Positioning over Time ,[object Object],[object Object],[object Object],[object Object],[object Object]
Core Brand Values ,[object Object],[object Object]
Brand Mantra ,[object Object],[object Object],[object Object]
Designing   the Brand Mantra ,[object Object],[object Object],[object Object]
Designing the Brand Mantra Food Folks Fun Entertainment Family Fun Disney Performance Athletic Authentic Nike Brand Functions Descriptive Modifier Emotional Modifier
Major Challenges in Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Major Challenges in Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Useful Method… ,[object Object],[object Object],[object Object]
Brand Inventory   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Inventory ,[object Object],[object Object],[object Object]
Brand Exploratory   ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Audit Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Audit Outline

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Brand Positioning

  • 1. CHAPTER 3 BRAND POSITIONING AND VALUES
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  • 3. Strategic Brand Management Process Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values 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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  • 15. Designing the Brand Mantra Food Folks Fun Entertainment Family Fun Disney Performance Athletic Authentic Nike Brand Functions Descriptive Modifier Emotional Modifier
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Editor's Notes

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