Articles on Strategic Brand Management

Articles on Strategic Brand Management

• Strategic Brand Management: What It Is and How to Build Strong Brand Equity

  Two friends are discussing lunch. One is hungry but short on time. The other suggests a burger. Without hesitation, the...

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• 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....

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• 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...

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• 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...

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• Leveraging Secondary Brand Association to Build Brand Equity

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

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• 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...

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• 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...

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• 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...

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• Managing Brands Over Time

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

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• Managing Brands over Geographic Boundaries and Market Segments

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

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