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Strategic Brand Management 1

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The document provides an overview of branding and marketing promotion strategies. It discusses key concepts like brand equity, customer-based brand equity, brand positioning, choosing brand elements, and designing marketing programs to build brand equity. It also covers leveraging secondary brand knowledge, developing brand equity measurement systems, and establishing brand equity management systems. The overall purpose is to explain the strategic brand management process.

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BRANDING AND MARKETING PROMOTION STRATEGIES (Part I) Core Text : “ Strategic Brand Management” by Kevin Lane Keller (2 nd Edition) Presented by: PROF. HIMMAT ADISARE
BRANDS AND BRAND MANAGEMENT Ref: Chapter 1 of Core Text
What is a Brand? ,[object Object],Ref: Chapter 1 of Core Text
Why Do Brands Matter? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Why Do Brands Matter? (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Can Anything Be Branded ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Branding Challenges And Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
The Brand Equity Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Strategic Brand Management Process ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
CUSTOMER-BASED BRAND EQUITY Ref: Chapter 2 of Core Text CHAPTER 2
Sources Of Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text
Building A Strong Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text
Customer-based Brand Equity Pyramid Resonance Judgments Feelings Performance Imagery Salience Ref: Chapter 2 of Core Text Identity Meaning Response Relationship
Customer-based Brand Equity Pyramid (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text
BRAND POSITIONING AND VALUES CHAPTER 3 Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning (4) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref to Chapter 3 of Core Text
Identifying and Establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (1) ,[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (3) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (4) ,[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY CHAPTER 4 Ref: Chapter 4 of Core Text
Criteria for Choosing Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
Options and Tactics for Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY CHAPTER 5 Ref: Chapter 5 of Core Text
New Perspectives on Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
Product Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
Pricing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
Channel Strategy ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY CHAPTER 7 Ref: Chapter 7 of Core Text
Conceptualizing the Leveraging Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Company ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Country of Origin ,[object Object],Ref: Chapter 7 of Core Text
Channels of Distribution ,[object Object],Ref: Chapter 7 of Core Text
Co-Branding ,[object Object],[object Object],Ref: Chapter 7 of Core Text
Licensing ,[object Object],Ref: Chapter 7 of Core Text
Celebrity Endorsement (1) ,[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Celebrity Endorsement (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Sporting, Cultural, or Other Events ,[object Object],[object Object],Ref: Chapter 7 of Core Text
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM CHAPTER 8 Ref: Chapter 8 of Core Text
The Brand Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (1) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (4) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
The Brand Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies (1) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (3-contd) ,[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (3-contd) ,[object Object],[object Object],Ref: Chapter 8 of Core Text (END OF PART I)

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Strategic Brand Management 1

  • 1. BRANDING AND MARKETING PROMOTION STRATEGIES (Part I) Core Text : “ Strategic Brand Management” by Kevin Lane Keller (2 nd Edition) Presented by: PROF. HIMMAT ADISARE
  • 2. BRANDS AND BRAND MANAGEMENT Ref: Chapter 1 of Core Text
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  • 10. CUSTOMER-BASED BRAND EQUITY Ref: Chapter 2 of Core Text CHAPTER 2
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  • 13. Customer-based Brand Equity Pyramid Resonance Judgments Feelings Performance Imagery Salience Ref: Chapter 2 of Core Text Identity Meaning Response Relationship
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  • 15. BRAND POSITIONING AND VALUES CHAPTER 3 Ref: Chapter 3 of Core Text
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  • 26. CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY CHAPTER 4 Ref: Chapter 4 of Core Text
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  • 29. DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY CHAPTER 5 Ref: Chapter 5 of Core Text
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  • 34. LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY CHAPTER 7 Ref: Chapter 7 of Core Text
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  • 44. DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM CHAPTER 8 Ref: Chapter 8 of Core Text
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