A Conversation With
a Cheshire Cat
Alice: Where do all these roads go?
Cheshire Cat: Where do you want them to go?
Alice: I dont know.
Cheshire Cat: Then it doesnt matter which road
Youll eventually arrive somewhere.
Strategic Brand Management
Design and implementation of marketing activities to build,
measure, and mange brands to maximize their value
Identify current brand position
Plan/implement brand marketing
Measure/interpret brand performan
Marketing Approach Defined -A marketing approach starts the planning process with the consumer,
letting the consumers needs and wants guide the strategy of the
With a marketing approach, participants in the long-range planning
Product anything offered to a market to
satisfy a need or want
Core benefit the basic benefit the customer is purchasing
(e.g. automobile convenience, performance*)
Basic product the features that make-up the product (e.g.
University of Texas Arlington
Jeffrey Wallman, PhD
The exam will be composed of definitions, short answer and short essay questions. First,
study your notes and lecture notes. Second, study the terms listed below
Dr. Jeffrey Wallman
University of Texas - Arlington
If you dont have customers today, you have no
If you dont have customers tomorrow you are not