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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

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Page 1: STRATEGIC BRAND MANAGEMENT - · PDF fileSTRATEGIC BRAND MANAGEMENT Chapter 3: Brand Positioning ... Page 99: Defining and Establishing Brand Mantras Page 102 Branding Brief: Nike Brand

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

Page 2: STRATEGIC BRAND MANAGEMENT - · PDF fileSTRATEGIC BRAND MANAGEMENT Chapter 3: Brand Positioning ... Page 99: Defining and Establishing Brand Mantras Page 102 Branding Brief: Nike Brand

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?