设计和实施品牌战略教材(PPT 30页)

Branding strategy
Branding Strategy or Brand Architecture
The role of Brand Architecture
Brand-Product Matrix
Important Definitions
Breadth of a Branding Strategy
Depth of a Branding Strategy
Ford Brand Portfolio
Designing a Brand Portfolio
Brand Roles in the Portfolio
Brand Hierarchy
Brand Hierarchy Tree: Toyota
Brand Hierarchy Levels
Corporate Brand Equity
Family Brands
Individual Brands
Modifiers
Corporate Image Dimensions
Brand Hierarchy Decisions
Number of Hierarchy Levels
Levels of Awareness and Associations
Linking Brands at Different Levels
Linking Brands Across Products
Brand Architecture Guidelines
Corporate Brand Campaign
Using Cause Marketing to Build Brand Equity
Advantages of Cause Marketing
Green Marketing
Crisis Marketing Guidelines

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