Brand Equity Development:
Brand Architecture & Positioning
Learning Objectives:
- Understand importance of Brand Equity to the company’s competitive strength
- Appreciate the Brand Architecture building process
- Understand the importance and role of Positioning
- Learn how to apply Brand Equity across all marketing mix elements
Key Topics Covered:
- Brand Equity (Identifying the Brand’s Essence)
- Brand Architecture Template (Development Process)
- Brand Positioning Statement (Development Process)
- Brand Equity Communication (Execution through the Marketing Mix)
