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BRANDING AND MARKETING PROMOTION STRATEGIES (Part I) Core Text : “ Strategic Brand Management” by Kevin Lane Keller (2 nd Edition) Presented by: PROF. HIMMAT ADISARE
BRANDS AND BRAND MANAGEMENT Ref: Chapter 1 of Core Text
What is a Brand? ,[object Object],Ref: Chapter 1 of Core Text
Why Do Brands Matter? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Why Do Brands Matter? (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Can Anything Be Branded ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Branding Challenges And Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
The Brand Equity Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
Strategic Brand Management Process ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
CUSTOMER-BASED BRAND EQUITY Ref: Chapter 2 of Core Text CHAPTER 2
Sources Of Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text
Building A Strong Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text
Customer-based Brand Equity Pyramid Resonance Judgments Feelings Performance Imagery Salience Ref: Chapter 2 of Core Text Identity Meaning Response Relationship
Customer-based Brand Equity Pyramid (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 2 of Core Text
BRAND POSITIONING AND VALUES CHAPTER 3 Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Identifying and Establishing Brand Positioning (4) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref to Chapter 3 of Core Text
Identifying and Establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (1) ,[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (3) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
Positioning Guidelines (4) ,[object Object],[object Object],[object Object],Ref: Chapter 3 of Core Text
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY CHAPTER 4 Ref: Chapter 4 of Core Text
Criteria for Choosing Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
Options and Tactics for Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY CHAPTER 5 Ref: Chapter 5 of Core Text
New Perspectives on Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
Product Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
Pricing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
Channel Strategy ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 5 of Core Text
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY CHAPTER 7 Ref: Chapter 7 of Core Text
Conceptualizing the Leveraging Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Company ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Country of Origin ,[object Object],Ref: Chapter 7 of Core Text
Channels of Distribution ,[object Object],Ref: Chapter 7 of Core Text
Co-Branding ,[object Object],[object Object],Ref: Chapter 7 of Core Text
Licensing ,[object Object],Ref: Chapter 7 of Core Text
Celebrity Endorsement (1) ,[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Celebrity Endorsement (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
Sporting, Cultural, or Other Events ,[object Object],[object Object],Ref: Chapter 7 of Core Text
DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM CHAPTER 8 Ref: Chapter 8 of Core Text
The Brand Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (1) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Value Stages (4) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
The Brand Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies (1) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Designing Brand Tracking Studies (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (3-contd) ,[object Object],[object Object],Ref: Chapter 8 of Core Text
Establishing a Brand Equity Management System (3-contd) ,[object Object],[object Object],Ref: Chapter 8 of Core Text (END OF PART I)

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Strategic Brand Management 1

  • 1. BRANDING AND MARKETING PROMOTION STRATEGIES (Part I) Core Text : “ Strategic Brand Management” by Kevin Lane Keller (2 nd Edition) Presented by: PROF. HIMMAT ADISARE
  • 2. BRANDS AND BRAND MANAGEMENT Ref: Chapter 1 of Core Text
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  • 10. CUSTOMER-BASED BRAND EQUITY Ref: Chapter 2 of Core Text CHAPTER 2
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  • 13. Customer-based Brand Equity Pyramid Resonance Judgments Feelings Performance Imagery Salience Ref: Chapter 2 of Core Text Identity Meaning Response Relationship
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  • 15. BRAND POSITIONING AND VALUES CHAPTER 3 Ref: Chapter 3 of Core Text
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  • 26. CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY CHAPTER 4 Ref: Chapter 4 of Core Text
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  • 29. DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY CHAPTER 5 Ref: Chapter 5 of Core Text
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  • 34. LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY CHAPTER 7 Ref: Chapter 7 of Core Text
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  • 44. DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM CHAPTER 8 Ref: Chapter 8 of Core Text
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