Brand Management

  1. Measuring and Managing Brand Equity
    1. Understanding Brand Equity
      1. Brand Equity Definition
        1. Brand Equity Importance
          1. Customer-Based Brand Equity
            1. Financial Brand Equity
              1. Brand Equity Drivers
              2. Brand Equity Models
                1. Aaker's Brand Equity Model
                  1. Brand Loyalty
                    1. Brand Awareness
                      1. Perceived Quality
                        1. Brand Associations
                          1. Proprietary Brand Assets
                          2. Keller's Customer-Based Brand Equity Pyramid
                            1. Brand Salience
                              1. Brand Performance
                                1. Brand Imagery
                                  1. Brand Judgments
                                    1. Brand Feelings
                                      1. Brand Resonance
                                    2. Brand Tracking and Measurement
                                      1. Brand Health Metrics
                                        1. Brand Awareness Measurement
                                          1. Aided Awareness
                                            1. Unaided Awareness
                                              1. Top-of-Mind Awareness
                                              2. Brand Association Tracking
                                                1. Perceived Quality Assessment
                                                  1. Brand Loyalty Measurement
                                                    1. Brand Preference Analysis
                                                    2. Net Promoter Score
                                                      1. NPS Calculation
                                                        1. NPS Interpretation
                                                          1. NPS Limitations
                                                            1. NPS Improvement Strategies
                                                            2. Brand Audit Process
                                                              1. Internal Brand Audit
                                                                1. External Brand Audit
                                                                  1. Audit Methodology
                                                                    1. Audit Reporting
                                                                  2. Brand Valuation
                                                                    1. Financial Valuation Methods
                                                                      1. Income-Based Approaches
                                                                        1. Cost-Based Approaches
                                                                          1. Relief from Royalty Method
                                                                          2. Market-Based Valuation
                                                                            1. Market Comparisons
                                                                              1. Transaction Analysis
                                                                              2. Brand Valuation Challenges
                                                                                1. Intangible Asset Complexity
                                                                                  1. Valuation Accuracy
                                                                                    1. Method Selection

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                                                                                5. Managing Brand Communications

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                                                                                7. Sustaining and Growing the Brand