19781757-Establishing-a-Brand-Scorecard

19781757-Establishing-a-Brand-Scorecard - How To Guide...

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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 How To Guide Establishing a Brand Scorecard Executive Summary: This report has been designed to provide practical advice for benchmarking and improving your branding capabilities. Read this brief 7-page report to learn: Brand Management Defined Principles of a Strong Brand What is Brand Equity? Capabilities Required to Measure Brands Establishing a Brand Scorecard Read this report to learn how to prepare your organization for effective brand management. Use our tools to develop a Brand Scorecard that demonstrates increased Customer-Base Value.
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 2 Table of Contents Page Brand Management Defined 3 Principles of a Strong Brand 3 What is Brand Equity? 4 Capabilities Required to Measure Brands 4 Establishing a Brand Scorecard 5 Conclusion 7
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 3 Brand Management Defined Principles of a Strong Brand Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price. - Source : Wikipedia Proctor & Gamble PLC pioneered the concept of Brand Management as a result of a memo sent by Neil H. McElroy. Following are principles of a strong brand:
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19781757-Establishing-a-Brand-Scorecard - How To Guide...

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