Global Brand Marketing

EXECUTIVE SUMMARY……………………………………………………………………………...

A. Purpose of the Report…………………………………………………………………...

B. Brand…………………………………………………………………………………….

I. INTRODUCTION…………………………………………………………………………...

A. Brief History and Background ………………………………………………………....

II. Marketing Mix ………………………………………………………………………………..

A. Product ………………………………………………………………………….

B. Price…………………………………………………………………………….………..

C. Promotion …………………………………………………………………...............

D. Place………………………………………………………………………………..……..

III. COMMUNICATION ………………………………………………………………………..

A. Website ………………………………………………………………………………….

B. Other Forms of Communication ………………………………………………………….

IV. BRAND INVENTORY ……………………………………….………………..

A. Brand Attributes ………………………………………………………………....

B. Brand Portfolio…………………………………………………………………………...

C. Brand Line Extensions – Inventory ………………..…………………………… …

V. BRAND EXPLORATORY

A. Customer Knowledge…………………………………………………………..………..

B. Mental Map Graph……………………………………………………………………….

C. Sources of Brand Equity ………………………………………………………..

D. Marketing Activities (Endorsements and other ) …………………………….….…….

E. Points of Parity and Points of Difference ………………………………………

VI. CBBE PYRAMID ………………………………………………………………………….

A. Customer Brand Resonance………………………………………………………….…..

B. Customer Judgments…………………………………………………………..………....

C. Customer Feelings………………………………………………………………….........

D. Brand Performance……………………………………………………………………....

E. Brand Imagery ………………………………………………………………………….

F. Salience ………………………………………………………………………….

VII. BRAND ANALYSIS………………………………………………………………………..

A. Core Competencies and Sustainable Competitive Advantages……………………………...

B. SWOT Analysis ………………………………………………………………………….

a. Strengths……………………………………………………………………………

b. Weaknesses…………………………………………………………………………

c. Opportunities……………………………………………………………………….

d. Threats………………………………………………………………………………

C. Long Term Brand Value – Brand Mantra .……………………………………………….….

VIII. Competition ………………………………………………………………………………….

IX. Recommendations…………………………………………………………………………..

X. REFERENCES………………….…………………………………………………………...

LIST OF TABLES…………………………………………………………..……………………………..

APPENDIX ………......................................................................................................................................