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Strategic Brand Management 2

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BRANDING AND MARKETING PROMOTION STRATEGIES (Part II) ,[object Object],[object Object],[object Object],[object Object],[object Object]
MEASURING SOURCES OF BRAND EQUITY: CAPTURING MINDSET CHAPTER 9 Ref: Chapter 9 of Core Text
Qualitative Research Techniques ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Qualitative Research Techniques (1) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Qualitative Research Techniques(2) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Qualitative Research Techniques (3) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Qualitative Research Techniques (4) ,[object Object],[object Object],Ref: Chapter 9 Of Core Text
Quantitative Reasearch Techniques ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Quantitative Research Techniques (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Quantitative Research Techniques (2) ,[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Quantitative Techniques (3) ,[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
Quantitative Techniques (4) ,[object Object],[object Object],[object Object],Ref: Chapter 9 of Core Text
MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET CHAPTER 10 Ref: Chapter 10 of Core Text
Comparative Methods ,[object Object],[object Object],[object Object],Ref: Chapter 10 of Core Text
Holistic Methods ,[object Object],[object Object],[object Object],Ref: Chapter 10 of Core Text
DESIGNING AND IMPLEMENTING BRANDING STRATEGIES CHAPTER 11 Ref: Chapter 11 of Core Text
The Brand-Product Matrix (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
The Brand-Product Matrix (2) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
Brand Hierarchy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
Brand Hierarchy (1) ,[object Object],[object Object],[object Object],Ref: Chapter 11 0f Core Text
Brand Hierarchy (1 contd) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
Brand Hierarchy (2) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
Brand Hierarchy (2 contd) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
Designing a Branding Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
Designing a Branding Strategy (contd) ,[object Object],[object Object],Ref: Chapter 11 of Core Text
Designing a Branding Strategy (contd) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 of Core Text
Designing a Branding Strategy (contd) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 11 0f Core Text
INTRODUCING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS CHAPTER 12 Ref: Chapter 12 of Core Text
New Products and Brand Extensions ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
New Products and Brand Extensions (Contd) ,[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
New Products and Brand Extensions (contd) Ansoff’s Growth Share Matrix Current Products New Products Current Markets New Markets Market Penetration Strategy Product Development Strategy Market Development Strategy Diversification Strategy Ref: Chapter 12 of Core Text
Advantages of Extensions ,[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
Advantages of Extensions (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
Advantages of Extensions (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
Disadvantages of Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 0f Core Text
Evaluating Brand Extension Opportunities ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 0f Core Text
Evaluating Brand Extension Opportunities (contd) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
Extension Guidelines Based on Academic Research ,[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
Extension Guidelines Based on Academic Research (contd) ,[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
Extension Guidelines Based on Academic Research (contd) ,[object Object],[object Object],[object Object],[object Object],Ref Chapter 12 of Core Text
Extension Guidelines Based on Academic Research (contd) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
Extension Guidelines Based on Academic Research (contd) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 12 of Core Text
MANAGING BRANDS OVER TIME CHAPTER 13 Ref: Chapter 13 of Core Text
MANAGING BRANDS OVER TIME FIG: UNDERSTANDING THE LONG TERM EFFECTS OF MARKETING ACTIONS ON BRAND EQUITY Consumer response to PAST marketing activity Brand Awareness & Brand Image Consumer response to CURRENT marketing activity CHANGED Brand Awareness & Brand Image Consumer response to FUTURE marketing activity
MANAGING BRANDS OVER TIME: REINFORCING BRANDS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 13 of Core Text
MANAGING BRANDS OVER TIME: REVITALIZING BRANDS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 13 of Core Text

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Strategic Brand Management 2

  • 1.
  • 2. MEASURING SOURCES OF BRAND EQUITY: CAPTURING MINDSET CHAPTER 9 Ref: Chapter 9 of Core Text
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET CHAPTER 10 Ref: Chapter 10 of Core Text
  • 14.
  • 15.
  • 16. DESIGNING AND IMPLEMENTING BRANDING STRATEGIES CHAPTER 11 Ref: Chapter 11 of Core Text
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. INTRODUCING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS CHAPTER 12 Ref: Chapter 12 of Core Text
  • 29.
  • 30.
  • 31. New Products and Brand Extensions (contd) Ansoff’s Growth Share Matrix Current Products New Products Current Markets New Markets Market Penetration Strategy Product Development Strategy Market Development Strategy Diversification Strategy Ref: Chapter 12 of Core Text
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43. MANAGING BRANDS OVER TIME CHAPTER 13 Ref: Chapter 13 of Core Text
  • 44. MANAGING BRANDS OVER TIME FIG: UNDERSTANDING THE LONG TERM EFFECTS OF MARKETING ACTIONS ON BRAND EQUITY Consumer response to PAST marketing activity Brand Awareness & Brand Image Consumer response to CURRENT marketing activity CHANGED Brand Awareness & Brand Image Consumer response to FUTURE marketing activity
  • 45.
  • 46.