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In: Business and Management

Submitted By betterfly22
Words 322
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CHAPTER 2
Customer-Based Brand Equity
Customer-Based Brand Equity -
Building a Strong Brand -
Creating Customer Value -
CHAPTER 3
Brand Positioning
Identifying and Establishing Brand Positioning -
Positioning Guidelines
Defining and Establishing Brand Mantras -
Brand Audits
CHAPTER 4
Choosing Brand Elements to Build Brand Equity
Criteria for Choosing Brand Elements -
Options and Tactics for Brand Elements -
CHAPTER 5
Designing Marketing Programs to Build Brand Equity
New Perspectives on Marketing –
Product Strategy –
Pricing Strategy -
Channel Strategy -
CHAPTER 6
Integrating Marketing Communications to Build Brand Equity
The New Media Environment -
Overview of Marketing Communication Options -
Developing Integrated Marketing Communication Programs
CHAPTER 7
Leveraging Secondary Brand Associations to Build Brand Equity
Conceptualising the Leveraging Process -
Country of Origin and other Geographic Areas -
Co-Branding -
Licensing - Celebrity Endorsement – CHAPTER 8
Developing a Brand Equity Measurement and Management System
The Brand Value Chain -
Designing Brand Tracking Studies -
Establishing a Brand Equity Management System –

CHAPTER 9
Measuring Sources of Brand Equity: Capturing Customer Mindset
Qualitative Research Techniques -
Quantitative Research Techniques -
Comprehensive Models for Customer-Based Brand Equity -
CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance
Comparative Methods -
Holistic Methods -
CHAPTER 11
Designing and Implementing Branding Strategies
Brand Architecture -
Brand Hierarchy -
Designing a Branding Strategy –
Using Cause Marketing to Build Brand Equity
CHAPTER 12
Introducing and Naming New Products and Brand Extensions
New Products and Brand Extensions -
Advantages of Brand Extensions -...

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