Professional Documents
Culture Documents
Brand Management
Brand Management
Learning Objectives
What is a Brand?
Brand Elements
Brand Elements
Product
To Sum Up ....
Consumers
Firms
Consumers
Consumers
Signal
On
Reduce
These
Firms
Physical Goods
Services
Physical Goods
Business-to-Business
Products
High-tech Products
Services
Role of Branding
Sports , Arts, and Entertainment
Geographic Locations
Ideas and Causes
To Sum up....
Strong Brands
Increased costs
Greater accountability
Brand Equity
audits
Brand tracking studies
Brand equity management system