Elements of Strategic Brand Management Process:

The steps and key concepts in the strategic brand management process


Involves the design and implementation of marketing programs and activities to build,measure, and manage brand equity


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.


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)