Strategic Brand Management Activities

Strategic brand management consists of several interrelated initiatives.We briefly describe each activity,examining it in greater depth in the following sections of the chapter.

Strategic Brand Analysis:

Analysis provides essential information for decision making for each of the brand management activities.Analysis includes market ,competitor and brand information.

Brand Equity Measurement and Management:

Each of the strategic brand management initiatives may have a positive or negative impact on the value of the portfolio.Brand equity recognizes the importance of brand value and identifies the key dimensions of equity.

Brand Identity Strategy:

The intent of brand identity is to determine a unique set of brand associations that the brand strategist aspires to create or maintain.The identity may be associated with the product,the organization,a person, or a symbol.

Managing Brand Strategy:

A brand must be managed from its initial launch throughout the brand's life cycle.hile the brand strategy may be altered over time,the intent is to pursue consistent initiatives,build the strength of the brand and avoid damaging the brand.

Managing the Brand Portfolio:

This initiative consists of coordinating the organization's portfolio or system of brands with the objective of achieving optimal system performance.The focus is on the performance of the portfolio and its brand interrelations rather than an individual band.

Leveraging the Brand:

Leveraging involves extending the core brand identity to a new addition to the product line,or to a new product category.

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