Detailansicht

Inhaltsangabe* What is a 'brand'? * Why branding is important * Brand value * Brand architecture * Differences across cultures * Introducing the brand building blocks for the 21st century * Risks and challenges of brand building End of Section Questions and Exercises Section 2: The Brand's Future: Understanding the Importance of Brand Destiny * Definition of brand destiny * Corporate self-evaluation * Organizational impact of brand destiny End of Section Questions and Exercises Section 3: Brand Strategy for the 21st Century * What is brand strategy? * The internal benefits of brand strategy alignment * The external benefits of brand strategy alignment End of Section Questions and Exercises Section 4: Creating and Developing a Brand Culture * What is brand culture? * Role of management * Internal branding End of Section Questions and Exercises Section 5: The Brand Experience * How brand experiences enhances and expands upon classic brand frameworks * Creativity and innovation in executing a successful brand experience End of Section Questions and Exercises Section 6: Brand Measurement * Brand audits and scorecards * Qualitative and quantitative research End of Section Questions and Exercises Section 7: How Brand Management Works * Developing the brand team * Setting the brand strategy * Creating the brand plan * Building internal support * Communicating the brand * Measuring results End of Section Questions and Exercises