MKT 517 Unit I Exam

Strate g ic b rand manag e me nt invo lve s the d e

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Unformatted text preview: nd manag e me nt invo lve s the d e sig n and imp le me ntatio n o f marke ting p ro g rams and activitie s t o b u i l d , m e a su r e , a n d m a n a g e b r a n d e q u i t y . Strate g ic b rand manag e me nt p ro ce ss has f o ur main ste p s: 1. Id e ntif ying and e stab lishing b rand p o sitio ning 2. P lanning and imp le me nting b rand marke ting p ro g rams 3. Me asuring and inte rp re ting b rand p e rf o rmance 4. Gro wing and sustaining b rand e q uity Q u e s ti o n 3 Comp lete Ma rked out of 1 .0 0 De scrib e the f o ur ste p s o f b rand b uild ing . T he C BBE mo d e l lists a se rie s o f ste p s f o r b uild ing a stro ng b rand : 1. Estab lishing the p ro p e r b rand id e ntity - Ensure id e ntif icatio n o f the b rand with custo me rs and an asso ciatio n o f the b rand in myclasses.caluniver sity.edu/mod/q uiz/r eview.php?attempt= 25167 1/3 13/4/17 M KT 517 Unit I Exam Fla g q uestion custo me rs’ mind s with a sp e cif ic p ro d uct class o r custo me r ne e d . 2. C re ating the ap p ro p riate b rand me aning - Firmly e stab lish the to tality o f b rand me aning in the mind s o f custo me rs b y strate g ically linking a ho st o f tang ib le and intang ib le b rand asso ciatio ns with ce rtain p ro p e rtie s. 3. Eliciting the rig h...
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