Developing a Brand Equity Measurement and Management System

Descrição

Negocios Internacionales Mapa Mental sobre Developing a Brand Equity Measurement and Management System, criado por Pablo Camacho em 03-11-2020.
Pablo Camacho
Mapa Mental por Pablo Camacho, atualizado more than 1 year ago
Pablo Camacho
Criado por Pablo Camacho aproximadamente 4 anos atrás
3
0

Resumo de Recurso

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

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