Brand Management

  1. Managing Brand Communications
    1. Integrated Marketing Communications
      1. IMC Principles
        1. Message Consistency
          1. Touchpoint Alignment
            1. IMC Planning Process
              1. Campaign Integration
              2. Communication Channels
                1. Advertising
                  1. Traditional Media Advertising
                    1. Digital Advertising
                      1. Media Planning
                        1. Creative Development
                        2. Public Relations
                          1. Media Relations
                            1. Press Release Strategy
                              1. Crisis Communication
                                1. Thought Leadership
                                2. Digital Marketing
                                  1. Social Media Marketing
                                    1. Platform Strategy
                                      1. Content Planning
                                        1. Community Management
                                          1. Social Listening
                                          2. Content Marketing
                                            1. Content Strategy
                                              1. Content Creation
                                                1. Content Distribution
                                                  1. Content Performance
                                                  2. Search Engine Optimization
                                                    1. On-Page SEO
                                                      1. Off-Page SEO
                                                        1. Technical SEO
                                                        2. Email Marketing
                                                          1. List Building
                                                            1. Campaign Design
                                                              1. Automation
                                                                1. Performance Tracking
                                                              2. Direct Marketing
                                                                1. Direct Mail Campaigns
                                                                  1. Telemarketing
                                                                    1. Database Marketing
                                                                    2. Sales Promotions
                                                                      1. Promotion Types
                                                                        1. Promotion Planning
                                                                          1. Trade Promotions
                                                                            1. Consumer Promotions
                                                                            2. Experiential Marketing
                                                                              1. Event Marketing
                                                                                1. Brand Activations
                                                                                  1. Sponsorships
                                                                                    1. Immersive Experiences
                                                                                  2. Brand Storytelling
                                                                                    1. Narrative Development
                                                                                      1. Story Structure
                                                                                        1. Character Development
                                                                                          1. Emotional Engagement
                                                                                          2. Storytelling Applications
                                                                                            1. Campaign Narratives
                                                                                              1. Content Storytelling
                                                                                                1. Visual Storytelling
                                                                                                2. Story Performance Measurement

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                                                                                              4. Building Brand Identity

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                                                                                              6. Measuring and Managing Brand Equity