Articles on Strategic Brand Management

What is Strategic Brand Management?

The other day I over-heard a conversation generally referred as cooler moment. John was in conversation with Terry around lunch...

Choosing Brand Elements to Build Brand Equity

Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity....

Designing Marketing Programs to Build Brand Equity

At core of building brand equity is marketing programs or strategies. Marketing activities can facilitate in increasing brand awareness as...

Integrating Marketing Communication to Build Brand Equity

Marketing programs play an important role in building up of brand equity. These marketing programs are related to product, price...

There are various ways to create brand equity. Brand elements offer many alternatives style, logo unique selling proposition etc. Then...

Measuring Sources of Brand Equity

For any marketers, it is of supreme importance to understand a consumer mind and also current level of brand knowledge...

Measuring Outcomes of Brand Equity

There are two types of method employed to measure brand equity at source. These two methods are qualitative research methods...

Introducing and Naming New Products and Brand Extension

For a given company, there can be variety of product and services under different brands. Brand-product matrix is used to...

Managing Brands Over Time

The markets in which companies operate are highly dynamic in nature. There is constant evolution in products, introduction of new...

In current times every company is wanting to be a global player, some companies this out of compulsion, for some...

Building Strong Brand Equity

Strategic brand management’s goal is to develop strong consumer based brand equity. To reach these goal companies have to design...