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branding and core business growth, create right brand knowledge structure…

- - - - definition 2. role
    - - definition
  - - - brand equity
        
        consumer
        
        Customer based BE
        
        Brand Knowledge
        
        Consumer Responses
        
        Brand Equity
        
        brand promise
        
        financial
        
        marketing advantage of strong brands
        
        Brand Equity Models
        
        BrandAsset valuator
        
        BrandZ
        
        Brand Resonance Mode
    - - brand equity drivers
        
        MKG activities
        
        1.Brand contact
        
        Integrated MKG
        
        Secondary association
        
        “Borrow”
        
        sources of brand knowledge
        
        Brand elements or identities
        
        content
        
        choice criteria
      - internal branding
    - - Indirect
        
        Brand-tracking studies
        
        brand valuation
        
        definition
        
        five-step model
      - Direct
        
        Brand audit
    - - Brand reinforcement
      - Brand revitalization
  - - - brand name
        
        three general strategies
        
        House of brands
        
        Individual or separate family brand names
        
        Branded house
        
        Corporate umbrella / company brand name
        
        sub-brand name
    - - roles
        
        flankers/cash cows/ low-end entry level/high-end prestige
    - - advantage&disadvantage 2. success characteristics
  - - - function
        
        three main strategies