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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.
- Fall '08