Strategic Brand Management 1

BRANDING AND MARKETING PROMOTION STRATEGIES (Part I) Core Text : “ Strategic Brand Management” by Kevin Lane Keller (2 nd Edition) Presented by: PROF. HIMMAT ADISARE

BRANDS AND BRAND MANAGEMENT Ref: Chapter 1 of Core Text

What is a Brand? ,[object Object],Ref: Chapter 1 of Core Text

Why Do Brands Matter? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text

Why Do Brands Matter? (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text

Can Anything Be Branded ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text

Branding Challenges And Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text

The Brand Equity Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text

Strategic Brand Management Process ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text

CUSTOMER-BASED BRAND EQUITY Ref: Chapter 2 of Core Text CHAPTER 2

Sources Of Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text

Building A Strong Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text

Customer-based Brand Equity Pyramid Resonance Judgments Feelings Performance Imagery Salience Ref: Chapter 2 of Core Text Identity Meaning Response Relationship

Customer-based Brand Equity Pyramid (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text

BRAND POSITIONING AND VALUES CHAPTER 3 Ref: Chapter 3 of Core Text

Identifying and Establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text

Identifying and Establishing Brand Positioning (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text

Identifying and Establishing Brand Positioning (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text

Identifying and Establishing Brand Positioning (4) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref to Chapter 3 of Core Text

Positioning Guidelines ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text

Positioning Guidelines (1) ,[object Object],[object Object],Ref: Chapter 3 of Core Text

Positioning Guidelines (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text

Positioning Guidelines (3) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text

Positioning Guidelines (4) ,[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text

CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY CHAPTER 4 Ref: Chapter 4 of Core Text

Criteria for Choosing Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text

Options and Tactics for Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text

DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY CHAPTER 5 Ref: Chapter 5 of Core Text

New Perspectives on Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text

Product Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text

Pricing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text

Channel Strategy ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text

LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY CHAPTER 7 Ref: Chapter 7 of Core Text

Conceptualizing the Leveraging Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text

Company ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text

Country of Origin ,[object Object],Ref: Chapter 7 of Core Text

Channels of Distribution ,[object Object],Ref: Chapter 7 of Core Text

Co-Branding ,[object Object],[object Object],Ref: Chapter 7 of Core Text

Licensing ,[object Object],Ref: Chapter 7 of Core Text

Celebrity Endorsement (1) ,[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text

Celebrity Endorsement (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text

Sporting, Cultural, or Other Events ,[object Object],[object Object],Ref: Chapter 7 of Core Text

DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM CHAPTER 8 Ref: Chapter 8 of Core Text

The Brand Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Value Stages (1) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Value Stages (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Value Stages (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Value Stages (4) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Designing Brand Tracking Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Designing Brand Tracking Studies (1) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Designing Brand Tracking Studies (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Designing Brand Tracking Studies (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Establishing a Brand Equity Management System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Establishing a Brand Equity Management System (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Establishing a Brand Equity Management System (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Establishing a Brand Equity Management System (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text

Establishing a Brand Equity Management System (3-contd) ,[object Object],[object Object],Ref: Chapter 8 of Core Text

Establishing a Brand Equity Management System (3-contd) ,[object Object],[object Object],Ref: Chapter 8 of Core Text (END OF PART I)

Strategic Brand Management 1

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