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STRATEGIC BRAND MANAGEMENT
Chapter 3: Brand Positioning
Page 79: Identifying and Establishing Brand Positioning
Page 81 Branding Brief: Trying to Find Some Home for New Diet Colas
Page 87 Branding Brief: Digital Convergence Changing the Consumer
Electronics Industry
Page 90: Positioning Guidelines
Page 99: Defining and Establishing Brand Mantras
Page 102 Branding Brief: Nike Brand Mantra
Question: Think of one of your favorite brands. Can you come up with a
brand mantra to capture its positioning?
Page 101: Internal Branding
Page 103: Brand Audits
BRAND FOCUS 3.0: Rolex Brand Audit
STRATEGIC BRAND MANAGEMENT
Chapter 4: Choosing Brand Elements to Build Brand Equity
Page 113: Criteria for Choosing Brand Elements
Question: Six criteria for brand elements
Page 116 Branding Brief: Branding a New Soft Drink
Page 119: Options and Tactics for Brand Elements
Page 132 Branding Brief: Updating Betty Crocker
Question: What are your favorite brand characters? Do you think they contribute
to brand equity in any way? How? Can you relate their effects to the
customer-based brand equity model?
Page 144: Putting It All Together
Question: Can you think of some general guidelines to help marketers mix and
match brand elements? Can you ever have “too many” brand elements? Which
brand do you think does the best job of mixing and matching brand elements?