September 12, 2017 Prof. Brister CBBE Pyramid & New Coke Case
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
Agenda Review CBBE Pyramid Apply CBBE Pyramid to Coke (1985) New Coke Case Why New Coke? Strategic Alternatives Brand Audit Project Team Worksession
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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- Fall '08