MS8: Branding and Core Business Growth
Case: Marketing Management at Gatorade
How does branding work?
2 Topics
The role of brands
The scope of branding
Defining Brand Equity
2 Topics
Customer-Based Brand Equity
Brand Equity Models
Building Brand Equity
4 Topics
Choosing Brand Elements
Designing Holistic Marketing Activities
Leveraging Secondary Associations
Internal Branding
Measuring and Managing Brand Equity
3 Topics
Brand Audits and Brand Tracking
Brand Valuation
Managing Brand Equity
Devising a Branding Strategy
3 Topics
Branding Decisions
Brand Portfolios
Brand Extensions
Customer Equity
Driving Growth
3 Topics
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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