4 CBBE Pyramid & New Coke Case.pptx - CBBE Pyramid New Coke Case Prof Brister Developing Brand Strategy Brand Culture Positioning Consumer-Based

4 CBBE Pyramid & New Coke Case.pptx - CBBE Pyramid New Coke...

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September 12, 2017 Prof. Brister CBBE Pyramid & New Coke Case
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Strategic Brand Management Process Developing Brand Strategy Designing & Implementing Brand Marketing Programs Growing & Sustaining Brand Equity Measuring & Interpreting Brand Value Brand Culture Consumer-Based Brand Equity Brand Identity Pricing & Promotions Segmentation & Targeting Positioning Brand Design Brand Communications Brand Associations Brand Communities & Social Media Brand Architecture Extending Brands Brand Equity Audits Brand Value Chain Managing Brand Portfolios Consumer Value Financial Value
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Agenda Review CBBE Pyramid Apply CBBE Pyramid to Coke (1985) New Coke Case Why New Coke? Strategic Alternatives Brand Audit Project Team Worksession
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Learning Objectives Learning Objectives for Today Understand all elements of the Customer-Based Brand Equity (CBBE) pyramid. 4 stages of the CBBE brand development process Explain the branding objective for each of the 4 stages.
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