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CHAPTER 5 DESIGNING MARKETING PROGRAMS  TO BUILD BRAND EQUITY
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 PYRAMID RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4.  RELATIONSHIPS  =  What about you & me? 3.  RESPONSE  =  What about you? 2.  MEANING  =  What are you? 1.  IDENTITY  =  Who are you?
Personalizing Marketing ,[object Object]
Personalizing Marketing ,[object Object],[object Object],[object Object],[object Object]
Experiential Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
One-to-One Marketing: Competitive Rationale ,[object Object],[object Object],[object Object],[object Object],[object Object]
One-to-One Marketing: Consumer Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
One-to-One Marketing: Fundamental Strategies ,[object Object],[object Object],[object Object]
Permission Marketing  (Seth Godin) ,[object Object],[object Object],[object Object],[object Object],[object Object]
5 Steps in Permission Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Personalizing Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrating the Brand Into Supporting Marketing Programs ,[object Object],[object Object],[object Object],[object Object],Supporting marketing mix should be designed to enhance awareness and establish desired brand image.
Product Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Strategy ,[object Object],[object Object],[object Object]
Product Strategy ,[object Object],[object Object],[object Object]
Pricing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communications Strategy ,[object Object]
Channel Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Channel Strategy ,[object Object],[object Object]

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DESINGING MARKETING PROGRAMS

  • 1. CHAPTER 5 DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
  • 2. 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
  • 3. CUSTOMER-BASED BRAND EQUITY PYRAMID RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4. RELATIONSHIPS = What about you & me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you?
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Editor's Notes

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