MS8: Branding and Core Business Growth
Case: Marketing Management at Gatorade
How does branding work?
The role of brands
The scope of branding
Defining Brand Equity
Customer-Based Brand Equity
Brand Equity Models
Building Brand Equity
Choosing Brand Elements
Designing Holistic Marketing Activities
Leveraging Secondary Associations
Internal Branding
Measuring and Managing Brand Equity
Brand Audits and Brand Tracking
Brand Valuation
Managing Brand Equity
Devising a Branding Strategy
Branding Decisions
Brand Portfolios
Brand Extensions
Customer Equity
Driving Growth
Growth Strategies
Growth the Core
Marketing Insight: Understanding Double Jeopardy
Executive Summary CH8
Are you a Branding & Positioning expert?
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Branding Decisions
MS8: Branding and Core Business Growth
Devising a Branding Strategy
Branding Decisions
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