Marketing

CREATING , MEASURING MANAGING & DEVISING BRAND EQUITY ,[object Object],[object Object],[object Object],[object Object]

Chapter Questions ,[object Object],[object Object],[object Object],[object Object],9-

Steps in Strategic Brand Management ,[object Object],[object Object],[object Object],[object Object], 9-

What is a Brand? ,[object Object], 9-

The Role of Brands ,[object Object],[object Object],[object Object],[object Object], 9-

What is Branding? ,[object Object], 9-

What is Brand Equity? ,[object Object], 9-

Advantages of Strong Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], 9-

What is a Brand Promise? ,[object Object], 9-

Drivers of Brand Equity ,[object Object],[object Object],[object Object], 9-

Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], 9-

Brand Element Choice Criteria ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], 9-

Slogans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], 9-

Internal Branding ,[object Object],[object Object],[object Object], 9-

Measuring Brand Equity ,[object Object],[object Object],[object Object], 9-

Table 9.2 The 10 Most Valuable Brands 9- Brand 2006 Brand Value (Billions) Coca-Cola $67.00 Microsoft $56.93 IBM $56.20 GE $48.91 Intel $38.32 Nokia $30.13 Toyota $27.94 Disney $27.85 McDonald’s $27.50 Mercedes-Benz $22.13

Managing Brand Equity ,[object Object],[object Object],[object Object], 9-

Interbrand’s Steps in Calculating Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object], 9-

Devising a Branding Strategy ,[object Object],[object Object],[object Object], 9-

Branding Terms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], 9-

Brand Naming ,[object Object],[object Object],[object Object],[object Object], 9-

Reasons for Brand Portfolios ,[object Object],[object Object],[object Object],[object Object], 9-

Brand Roles in a Brand Portfolio ,[object Object],[object Object],[object Object],[object Object], 9-

Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (20)

Similar to Marketing

Similar to Marketing (20)

Recently uploaded

Recently uploaded (20)

Marketing