Lecture Marketing management: Chapter 8 – Nguyễn Thị Trang Nhung (tt)

Lecture "Marketing management - Chapter 8: Creating brand equity" presentation of content: Steps in strategic brand management, the role of brands, brand knowledge, drivers of brand equity, brand element choice criteria, designing holistic marketing activities,... And other contents.
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Lecture Marketing management: Chapter 8 – Nguyễn Thị Trang Nhung (tt)8CreatingBrand EquityMarketing Management, 13th edChapter Questions• What is a brand and how doesbranding work?• What is brand equity?• How is brand equity built, measured,and managed?• What are the important decisions indeveloping a branding strategy?Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall9-2ESPN: A Strong BrandCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall9-3Steps inStrategic Brand Management• Identifying and establishing brandpositioning• Planning and implementing brandmarketing• Measuring and interpreting brandperformance• Growing and sustaining brand valueCopyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall9-4What is a Brand?A brand is a name, term, sign, symbolor design, or a combination of them,intended to identify the goods orservices of one seller or group ofsellers and to differentiate them fromthose of competitors.Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall9-5