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Swayam Portal Course Notes

The document discusses brand management and outlines the four main steps: 1) identify brand identity and positioning, 2) plan and implement brand marketing programs, 3) measure brand performance, and 4) grow and sustain brand equity. It also mentions marketing mix, the 5Ps of marketing, and different types of brand architecture models including umbrella branding, endorsed branding, and branded house structures.

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Gourav Shrivastava
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153 views

Swayam Portal Course Notes

The document discusses brand management and outlines the four main steps: 1) identify brand identity and positioning, 2) plan and implement brand marketing programs, 3) measure brand performance, and 4) grow and sustain brand equity. It also mentions marketing mix, the 5Ps of marketing, and different types of brand architecture models including umbrella branding, endorsed branding, and branded house structures.

Uploaded by

Gourav Shrivastava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Brand Management

Broadly, there are four steps in the strategic brand management process:

 First, identify and establish brand identity and positioning


 Second, plan and implement your brand marketing programs
 Third, measure and interpret your brand’s performance
 Fourth, grow and sustain your brand equity

Marketing mix

5ps of marketing

Ccd 1st store in 1996- expertise not in coffee but in experience

Brand archectecture

Umbrella

Product

Endorsed

Monolithic

Hybrid system
Branded house virgin , 3m

House of brands – p&g, uniliver


m

underpinning means = set of ideas, motives, or devices which justify or form the basis for
something.

cognintive bias =

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