战略品牌管理系列7-精品·公开课件.pptVIP

Strategic Brand Management WELCOME! Class #10 Fall 03 Soni Simpson Brand Marketing Process Evaluating Brand Extension Opportunities WHO’S RESPONSIBILITY IS IT TO REINFORCE THE BRAND??? Evaluating Brand Extension Opportunities WHO’S RESPONSIBILITY IS IT TO REINFORCE THE BRAND??? Evaluating Brand Extension Opportunities Managing Brands Over Time by Reinforcing Brands Maintain Consistency Protecting Sources of Equity Fortifying vs Leveraging Fine-Tuning Evaluating Brand Extension Opportunities Managing Brands Over Time by Revitalizing Brands Expand Brand Awareness ID Additional or New U