27137538
Beschreibung
Mindmap von Pablo Camacho, aktualisiert more than 1 year ago
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Erstellt von Pablo Camacho
vor etwa 4 Jahre
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Developing a Brand
Equity Measurement
and Management
System
- THE NEW ACCOUNTABILITY
- CBBE
- The customer-based brand
equity concept provides
guidance about how we can
measure brand equity.
- Indirect approach vs
Direct approach
- Indirect approach vs
Direct approach
- The customer-based brand
equity concept provides
guidance about how we can
measure brand equity.
- Brand Equity
Measurement
System
- CONDUCTING BRAND AUDITS
- Brand Inventory
- Brand Exploratory
- Preliminary Activities
- Interpreting Qualitative Research
- Conducting Quantitative Research
- Preliminary Activities
- Brand Positioning and
the Supporting
Marketing Program
- Brand Inventory
- DESIGNING BRAND TRACKING STUDIES
- What to Track
- Product–Brand Tracking
- Corporate or Family Brand Tracking
- Global Tracking
- Product–Brand Tracking
- How to Conduct
Tracking Studies
- Whom to Track
- When and Where to Track
- Whom to Track
- How to Interpret
Tracking Studies
- What to Track
- ESTABLISHING A BRAND EQUITY
MANAGEMENT SYSTEM
- Brand Charter
- Brand Equity Report
- Contents
- Dashboards
- Contents
- Brand Equity Responsibilities
- Overseeing Brand Equity
- Organizational Design and Structures
- Managing Marketing Partners
- Overseeing Brand Equity
- Brand Charter
Medienanhänge
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