Brand Management

  1. Sustaining and Growing the Brand
    1. Brand Management Over Time
      1. Brand Life Cycle Management
        1. Brand Reinforcement Strategies
          1. Message Consistency
            1. Innovation and Relevance
              1. Brand Refresh Tactics
              2. Brand Revitalization
                1. Rebranding Strategies
                  1. Brand Turnaround Approaches
                    1. Legacy Brand Revival
                  2. Brand Portfolio Management
                    1. Portfolio Strategy Development
                      1. Brand Role Definition
                        1. Flagship Brands
                          1. Niche Brands
                            1. Value Brands
                              1. Fighter Brands
                              2. Brand Rationalization
                                1. Brand Elimination Criteria
                                  1. Divestiture Strategies
                                    1. Brand Transition Management
                                  2. Brand Extensions
                                    1. Line Extensions
                                      1. Product Variants
                                        1. Size Extensions
                                          1. Flavor Extensions
                                          2. Category Extensions
                                            1. New Category Entry
                                              1. Brand Stretch Assessment
                                              2. Extension Evaluation
                                                1. Brand Fit Analysis
                                                  1. Market Potential Assessment
                                                    1. Resource Requirements
                                                    2. Extension Risks
                                                      1. Brand Dilution
                                                        1. Overextension
                                                          1. Brand Meaning Loss
                                                        2. Co-Branding and Partnerships
                                                          1. Co-Branding Types
                                                            1. Ingredient Branding
                                                              1. Joint Venture Branding
                                                                1. Sponsorship Branding
                                                                  1. Licensing Agreements
                                                                  2. Partnership Benefits
                                                                    1. Synergy Creation
                                                                      1. Market Access
                                                                        1. Cost Sharing
                                                                        2. Partnership Risks
                                                                          1. Brand Compatibility Issues
                                                                            1. Negative Spillover Effects
                                                                              1. Control Challenges

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                                                                          6. Measuring and Managing Brand Equity

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                                                                          8. Advanced Brand Management Topics