Topic 1 Introduction

The overall strength and value (tangible and intangible) of a brand is known as brand equity.

Strategic brand management (SBM), also known as branding, is a continuous and non-linear process that, following a plan, intends to 1) create a brand; 2) prepare it for the market; and 3) maintain it’s positioning in the market.

This unit will present the four steps management methodology proposed by Keller to structure the design and implementation of programs and activities to build, measure, and manage brand equity.

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