Topics covered
- 10 Steps to Building Great Brands
- Brand Equity Definition & Building Process
- The Brand Scorecard
- Marketing Strategy & Planning Framework Overview
- Category Analysis & Understanding
- Target & Brand Understanding Strategic Platform
- Brand Growth Drivers
- Strategic SWOT Analysis
- Consumer Segmentation, Portrait & Insights Process
- Strategic Platform
- Vision Statement – Brand
- Strategic Imperatives – “Where To Play”
- Long-Term Strategies – “How To Win”
- The Brand Architecture
- Key Elements & Development Process
