strategic brand mgt wk13a chp13-2

strategic brand mgt wk13a chp13-2 - v Strategic Brand M...

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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 Reinforcing Brands v Revitalizing Brands v Adjustments to the Brand Portfolio
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v 12/08/2000 Reinforcing Brands How should brand equity be reinforced over time? By marketing actions that CONSISTENTLY convey the meaning of the brand to consumers-in terms of brand awareness and brand image
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v 12/08/2000 Reinforcing Brands 1. What does the brand represent; what benefits does it supply; and what needs does it satisfy? 1. How does the brand make those products superior? What strong, favorable and unique brand associations exists in the mind of consumers?
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v 12/08/2000 Reinforcing Brands v Maintaining brand consistency o Market leaders and failures o Consistent and Change – be flexible McDonalds
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v 12/08/2000 Reinforcing Brands v Maintaining brand consistency Consistent and Change – be flexible
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands
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v 12/08/2000 Reinforcing Brands Commercial break
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v 12/08/2000 Reinforcing Brands v Protecting sources of brand equity ( P&G vs. Lever Brothers) v Fortifying versus leveraging (Coors) v Fine-tuning the supporting marketing program o Product-related associations – innovations (Schwinn
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strategic brand mgt wk13a chp13-2 - v Strategic Brand M...

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