Brand Management

  1. Developing Brand Strategy
    1. Defining Brand Purpose and Vision
      1. Brand Purpose Articulation
        1. Vision Statement Development
          1. Purpose-Driven Branding
            1. Mission Alignment
            2. Crafting the Brand Positioning Statement
              1. Positioning Framework
                1. Target Audience Definition
                  1. Ideal Customer Profile
                    1. Customer Insights
                      1. Audience Prioritization
                      2. Frame of Reference
                        1. Category Definition
                          1. Competitive Context
                            1. Market Boundaries
                            2. Point of Difference
                              1. Unique Value Proposition
                                1. Differentiation Criteria
                                  1. Competitive Advantage
                                  2. Reason to Believe
                                    1. Supporting Evidence
                                      1. Proof Points
                                        1. Credibility Factors
                                      2. Establishing Brand Values
                                        1. Core Values Identification
                                          1. Values Hierarchy
                                            1. Embedding Values in Brand Behavior
                                              1. Values Communication
                                              2. Creating Brand Architecture
                                                1. Brand Architecture Models
                                                  1. Branded House Strategy
                                                    1. Structure and Benefits
                                                      1. Implementation Challenges
                                                        1. Master Brand Dominance
                                                        2. House of Brands Strategy
                                                          1. Independent Brand Management
                                                            1. Portfolio Advantages
                                                              1. Resource Allocation
                                                              2. Hybrid Architecture
                                                                1. Endorsed Brands
                                                                  1. Sub-Brand Relationships
                                                                    1. Flexible Structures
                                                                  2. The Brand Value Proposition
                                                                    1. Value Proposition Definition
                                                                      1. Value Proposition Canvas
                                                                        1. Customer Value Alignment
                                                                          1. Value Communication Strategy

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                                                                        2. Strategic Brand Analysis

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                                                                        4. Building Brand Identity