Brand Management

  1. Strategic Brand Analysis
    1. Internal Analysis
      1. Corporate Vision and Mission
        1. Defining Vision
          1. Defining Mission
            1. Alignment with Brand Strategy
            2. Organizational Culture and Values
              1. Cultural Assessment
                1. Values Identification
                  1. Influence on Brand Behavior
                    1. Internal Brand Alignment
                    2. Strengths and Weaknesses Assessment
                      1. Identifying Core Competencies
                        1. Resource Evaluation
                          1. Capability Analysis
                            1. Addressing Internal Gaps
                          2. External Analysis
                            1. Customer Analysis
                              1. Market Segmentation
                                1. Demographic Segmentation
                                  1. Psychographic Segmentation
                                    1. Behavioral Segmentation
                                      1. Geographic Segmentation
                                      2. Target Market Selection
                                        1. Criteria for Target Selection
                                          1. Evaluating Segment Attractiveness
                                            1. Market Sizing
                                            2. Brand Positioning
                                              1. Positioning Maps
                                                1. Perceptual Mapping
                                                  1. Repositioning Strategies
                                                  2. Consumer Behavior Analysis
                                                    1. Decision-Making Process
                                                      1. Brand Loyalty Drivers
                                                        1. Perception Formation
                                                          1. Attitude Development
                                                          2. Unmet Needs Identification
                                                            1. Market Research Techniques
                                                              1. Gap Analysis
                                                                1. Opportunity Identification
                                                              2. Competitor Analysis
                                                                1. Competitor Identification
                                                                  1. Direct Competitors
                                                                    1. Indirect Competitors
                                                                      1. Market Share Analysis
                                                                      2. Competitive Strategy Analysis
                                                                        1. Benchmarking
                                                                          1. Competitive Advantage Assessment
                                                                            1. Strategic Group Mapping
                                                                            2. Points of Parity
                                                                              1. Category Requirements
                                                                                1. Competitive Parity
                                                                                  1. Minimum Standards
                                                                                  2. Points of Difference
                                                                                    1. Unique Selling Propositions
                                                                                      1. Sustainable Differentiation
                                                                                        1. Competitive Advantages
                                                                                      2. Category Analysis
                                                                                        1. Market Structure Analysis
                                                                                          1. Concentration Levels
                                                                                            1. Barriers to Entry
                                                                                            2. Opportunities and Threats Assessment
                                                                                              1. External Opportunity Evaluation
                                                                                                1. Threat Identification
                                                                                                  1. Environmental Scanning

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                                                                                            1. Introduction to Branding

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                                                                                            3. Developing Brand Strategy