Brand Management notes

Brand Management notes - c.i.1. Brand value chain - traces...

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Brand Management Chapter 1 I. Brand Equity – explains why different outcomes result from the marketing of a branded product or service than if it were not branded II. Strategic Brand Management Process a. Identifying and establishing brand positioning a.i. What the brand represents and where it’s positioned relative to competitors a.ii. Create brand superiority a.iii. Points of difference – advantages a.iv. Points of parity – disadvantages a.v. Specify core brand associations and brand mantra b. Planning and implementing brand marketing programs b.i. Based on 3 factors: b.i.1. Brand elements/identities b.i.1.a. What the consumers would think about the product if they only knew the brand name or logo b.i.2. Integrating the brand into marketing activities and supporting marketing program b.i.3. Other associations b.i.3.a. Borrowing/leveraging other associations to create associations for the brand c. Measuring and interpreting brand performance c.i. Brand audit – comprehensive examination of brand to assess its health, uncover sources of equity, and suggest ways to improve and leverage that equity
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Unformatted text preview: c.i.1. Brand value chain - traces value creation process for brands to better understand financial impact of brand marketing expenditures and investments c.i.2. Brand equity measurement system – research procedures that provide timely, accurate and actionable info c.i.2.a. Brand tracking d. Growing and sustaining brand equity d.i. Define the branding strategy d.i.1. Brand-product matrix: graph of all the brands and products sold by the firm d.i.2. Brand hierarchy: number and nature of common and distinctive brand components across the firm’s products d.i.3. Brand portfolio: set of all brands and brand lines a firm offers for sale to buyers in a particular category d.ii. Managing brand equity over time d.ii.1. Short term marketing mix actions increase or decrease the success of future marketing actions d.iii. Managing brand equity over geographic boundaries, cultures, and market segments...
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This note was uploaded on 10/11/2011 for the course MKT 372 taught by Professor Staff during the Fall '08 term at University of Texas.

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