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Concept of a brand
Building a brand (Brand Identity element (Name (1.…
- Concept of a brand
- Building a brand
Name (1. descriptive
- non-descriptive)
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- The brand advantage model
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Positioning process
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Differentiation of products and services
-Product and service differentiation
-Six -questions toolkit
-perceptual and value map
Positioning statement
(answer : who are the chosen customers
which set of needs is fulfilled
why is this offering the best to satisfy those needs
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Brand portfolio strategy
3 key dimensions of an organisations brand portfolio strategy are scope, competition,positioning)
Building a brand portfolio
-Phase 1- Brand accumulation
-Phase 2- Brand reforming
-Phase 3- Brand development model
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