品牌管理汇.ppt

Strategic Brand Management WELCOME! Class #7 Soni Simpson Strategic Brand Management Refresher…relating to Brand Metrics Measuring Brand Equity Objective: To guarantee assets/liabilities are nurtured and managed (loyalty, awareness, perceived quality, propriety brand assets) Develop Focused Master Plan Create Long term Strategic Orientation Brand Marketing Process Brand Marketing Process Brand Marketing Process Brand Marketing Process Measuring Brand Equity Market Trends Checklist Measuring Brand Equity Assessing Competitive Trends Consumer-Based Brand Equity Pyramid Measuring Brand