The new strategic brand management: creating and sustaining brand equity long term

Introduction: You can't build the brand without building the business Part One: Why is branding so strategic? 1. Brand equity in question What is a brand? Differentiating between brand assets, strength and value Tracking brand equity Goodwill: the convergence of finance and marketing How brands create value for the customer How brands create value for the company Corporate reputation and the corporate brand 2. Strategic implications of branding What does branding really mean? Permanently nurturing the difference What you do first is most important The brand is really a contract The product and the brand Each brand needs a flagship product Advertising products through the brand prism Brands and other signs of…