Strategic Brand Management

Marketing

€¢ Identify and assess the sources of brand equity outlining the Customer-Based Brand Equity Model for your brand.
€¢ Evaluate how the brand’s elements build brand equity
€¢ Critically examine the brand’s current marketing programmes, talk to potential customers, workmates,etc., about the brand.(Evidence questionnaire?)
€¢ Evaluate the brand knowledge structure’ of a brand.
€¢ Discuss the role of brand knowledge’ in building brand equity,
€¢ Provide recommendations as to how the brand should be managed.