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

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

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

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

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

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

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

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