strategic brand mgt wk8 chapters 8 short-2

strategic brand mgt wk8 chapters 8 short-2 - v Strategic...

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v 12/08/2000 v Strategic Brand Management Koert van Ittersum
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v 12/08/2000 Overview v The Brand Value Chain v Designing Brand Tracking Studies v Establishing a Brand Equity Management System
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v 12/08/2000 Introduction Brand Equity Measurement System v = a set of research procedures designed to provide timely, accurate, and actionable information for marketers on brands so that they can make the best possible tactical decisions in the short run and strategic decisions in the long run v To set such a system up: 1. Conduct Brand Audits 2. Design Brand Tracking Studies 3. Establish a Brand Equity Management System
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v 12/08/2000 The Brand Value Chain v To understand how to design and implement a brand equity measurement and management system, it is important to take a broader perspective v Brand value chain is a structure approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value
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v 12/08/2000 The Brand Value Chain Value Stages
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Institute of Technology.

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strategic brand mgt wk8 chapters 8 short-2 - v Strategic...

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