Branding Strategy

BRANDING MEASURING AND MANAGING BRAND EQUITY

CHAPTER 1
 Brand Management
Brand management: The activity of supervising the promotion of a particular brand of goods.
Strategic brand management:
It involves the design and implementation of marketing programs and activities to build,
measure and manage brand equity.
 Identifying and Establish brand positioning
and values.

Strategic Brand
Plan and implement
Grow and Sustain Management
brand marketing
Brand Equity Process programs

Measuring and Interpret brand performance

 Key Concepts

Mental Core Brand

Maps. Values.
Step 1:
Identifying and
Establish brand
positioning and
values.

Competitive
Brand
frame of
Mantra.
reference
Points of
Parity &
points of
Difference.
 Key Concepts

Step 2
Mixing and Plan and implement Integrating brand
Matching of brand brand marketing marketing activities.
elements. programs.

Leveraging of
secondary
associations.
 Key Concepts

Brand Value Brand Equity

Chain. Management
System
Step 3:
Measuring and
Interpret brand
performance

Brand
Audits Brand
Tracking
 Key Concepts

Brand Brand
product Expansion
matrix Strategies

Step 4:
Grow and Sustain
Brand Equity

Brand Brand
portfolios enforcement
and and
Hierarchies revitalization.