Chapter 1

Foundations of Branding

Definition and importance of a brand

medium • 1 min read

Brand versus Product

medium • 2 min read

Customer-Based Brand Equity (CBBE) model

medium • 3 min read

Brand awareness and brand image

medium • 4 min read

Strategic brand management process

medium • 5 min read

Chapter 2

Brand Positioning and Identity

Identifying and establishing brand positioning

medium • 1 min read

Brand mantras and positioning statements

medium • 2 min read

Brand identity prism (Kapferer's Model)

medium • 3 min read

Choosing brand elements (Name, Logo, Slogan, Packaging)

medium • 4 min read

Designing marketing programs to build brand equity

medium • 5 min read

Chapter 3

Measuring Brand Equity

Brand value chain framework

medium • 1 min read

Qualitative research techniques for brand image

medium • 2 min read

Quantitative research techniques for brand awareness

medium • 3 min read

Brand trackers and dashboards

medium • 4 min read

Brand valuation methods (Interbrand model)

medium • 5 min read

Chapter 4

Brand Architecture and Extension

Defining brand architecture strategy

medium • 1 min read

Brand portfolios and roles of brands in a portfolio

medium • 2 min read

Brand extensions: Advantages and disadvantages

medium • 3 min read

Evaluating brand extension opportunities

medium • 4 min read

Co-branding and ingredient branding

medium • 5 min read

Chapter 5

Managing Brands Over Time

Brand reinforcement strategies

medium • 1 min read

Brand revitalization strategies

medium • 2 min read

Managing brand crises

medium • 3 min read

Global branding and cross-cultural challenges

medium • 4 min read

Private labels vs National brands

medium • 5 min read