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Table Of Contents

What is a Brand?
CUSTOMER-BASED BRAND EQUITY
BRAND POSITIONING AND VALUES
Identifying and Establishing Brand Positioning
Identifying and Establishing Brand Positioning (4)
Positioning Guidelines
Positioning Guidelines (1)
Positioning Guidelines (2)
Positioning Guidelines (3)
Positioning Guidelines (4)
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
Criteria for Choosing Brand Elements
Options and Tactics for Brand Elements
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
New Perspectives on Marketing
Product Strategy
Pricing Strategy
Channel Strategy
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
Conceptualizing the Leveraging Process
Company
Country of Origin
Channels of Distribution
Co-Branding
Licensing
Celebrity Endorsement (1)
Celebrity Endorsement (2)
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM
The Brand Value Chain
Value Stages (1)
Value Stages (2)
Value Stages (3)
Value Stages (4)
Designing Brand Tracking Studies
Establishing a Brand Equity Management System
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Brand Management

Brand Management

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Published by deepaksalaria2010

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Published by: deepaksalaria2010 on Apr 20, 2011
Copyright:Attribution Non-commercial

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05/03/2013

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