Strategic Brand Management

What you'll learn
Learn about brand positioning
Learn about customer based brand equity
Brand elements to build brand equity
Marketing programs to build brand equity
Learn integrated marketing communication to build brand equity
Learn about brand association to build brand equity
Measuring outcomes of brand equity
Developing brand equity measurement
Measuring outcomes of brand equity
Requirements
No requirement
Description
Branding or bran is considered important not only for companies but they carry equal importance for customers or consumers. From the consumers point of view, brands becomes important for various reasons let us explore some of them. Brands for a customer will indicate commitment towards quality from sellers there by reducing time spent in coming to purchase decision. Brand for companies will indicate a sort of benchmark in quality as well as customer expectation, a point of differentiation from competitors and a steady stream of profit.Brand equity is a good barometer to understand past action and future course of action for marketers, who are active in formulating strategies for a given brand. If in present, customers has developed favorable attitude towards the brand it is clear indication that past investment have found there mark. The present also leads the way how marketers should plan future course, as to achieved desired results. But one aspect is absolutely clear that brand knowledge is a key factor in establishing brand equity.Customer based brand equity results in creation of strong brand and this is achieved when brand awareness and image are at high level. But how to create a strong brand...

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