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Table Of Contents

New Branding Challenges New Branding Challenges
The Customer/Brand Challenge The Customer/Brand Challenge
The Concept of Brand Equity The Concept of Brand Equity
The Concept of The Concept of
Customer Customer--Based Brand Equity Based Brand Equity
Determinants of Determinants of
Building Building
Benefits of Benefits of
as a Bridge as a Bridge
The Key to Branding The Key to Branding
Strategic Brand Management Strategic Brand Management
Salience Dimensions Salience Dimensions
Performance Dimensions Performance Dimensions
Imagery Dimensions Imagery Dimensions
Judgment Dimensions Judgment Dimensions
Feelings Dimensions Feelings Dimensions
Resonance Dimensions Resonance Dimensions
Brand Positioning Brand Positioning
Issues in Implementing Issues in Implementing
Establishing Category Establishing Category
Membership Membership
Identifying & Choosing Identifying & Choosing
POP s & POD s POP s & POD s
Communicating & Establishing Communicating & Establishing
Strategies to Reconcile Strategies to Reconcile
Attribute & Benefit Trade Attribute & Benefit Trade--Offs Offs
Sustaining & Evolving Sustaining & Evolving
Core Brand Values Core Brand Values
Brand Mantras Brand Mantras
How Brands Work How Brands Work
Simple Test for Simple Test for
Marketing Communications Marketing Communications
Communications Programs Communications Programs
Print Ad Evaluation Criteria Print Ad Evaluation Criteria
Ad Campaign Considerations Ad Campaign Considerations
IMC Case Study IMC Case Study
CMPB Success Factors CMPB Success Factors
Common Mistakes in Common Mistakes in
Developing Advertising Developing Advertising
(cont.) (cont.)
Evaluating IMC Programs Evaluating IMC Programs
Evaluating IMC Programs (cont.) Evaluating IMC Programs (cont.)
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Brand Management

Brand Management

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Published by siva_07aug

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Published by: siva_07aug on May 03, 2011
Copyright:Attribution Non-commercial


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