Strategic Brand ManagementBuilding,Measuring and Managing Brand Equity

Strategic Brand Management ProcessIdentify and Establishing Brand Positioning and ValuesPlanning and Implementing Brand Maketing ProgramsMeasuring and Interpreting Brand PerformanceGrowing and Sustaining Brand Equity

Identify and Establishing Brand Positioning and ValuesCustomer-Based Brand EquityMaking a Brand strong: Brand KnowledgeSources of Brand EquityBrand AwarenessBrand ImageBuilding a Strong BrandBrand-Building Implications

Brand Positioning and ValuesIdentify and Establishing Brand Positioning and ValuesBasic ConceptsTarget MarketCompetitionPoints of Parity and Points of DifferencePositioning GuidelineDefining and Establishing Brand Values

Planning and Implementing Brand Maketing ProgramsChoosing Brand Elements to Build Brand EquityCriteria for Choosing Brand ElementsMemorability,Meaningfulness,Likability,Transferability,Adapbility,ProtectabilityOptions and Tactics for Brand ElementsBrand Names,Logo and Symbol,Slogans,Jingles ,PackagingPutting It All Together

Designing Marketing Programs to Build Brand EquityProduct StrategyPricing StrategyChannel StrategyIntegrating Marketing Communications to Build Brand EquityLeveraging Secondary Brand Knowledge to Build Brand Equity

Measuring and Interpreting Brand PerformanceDeveloping a Brand Equity Measurement and Management SystemThe Brand Value ChainDesigning Brand Tracking StudiesEstablishing a Brand Equity Management SystemBrand Equity CharterBrand Equity ReportBrand Equity Responsibility

Measuring Sources of Brand Equity:Captering Customer MindsetQualitative Research TechniquesFree AssociationProjective TechniqueBrand Personality and ValuesExperimential MethodsQuantitative Research TechniquesAwarenessImageBrand ResponseBrand Relationship

Measuring Outcomes of Brand EquityComparative MethodsBrand-Based Comparative ApproachesMarketing-Based Comparative ApproachesConjoint AnalysisResidual ApproachesHolistics MethodsValuation Approaches

Growing and Sustaining Brand EquityDesigning and Implementing Branding StrategiesIntroducing and Naming New Products and Brand ExtensionsManaging Brands over TimeManaging Brands over Geographic Boudaries and Market Segments