Elements of Strategic Brand Management Process:
The steps and key concepts in the strategic brand management process
Principle:
Involves the design and implementation of marketing programs and activities to build,measure, and manage brand equity
Issues:
Core brand values are those set of abstract associations (attributes and benefits) that characterize a brand.To provide further focus as to what a brand represents,
It is often useful to define a brand mantra, also known as a brand essence or core brand promise. A brand mantra is a short three- to five-word expression of the most important aspects of a brand and its core brand values.
Applications:
Locate the brand in the minds of consumers such that the potential benefit to the firm is maximized
Source of Strategic Brand Management Process:
Keller (2002)