Topic 3 Brand programmes

The second stage of SBM is all about putting branding into practice. This means actually plan and implement strategies to position the brand has been defined in the first part of the process. This process integrates:

  1. Definition of brand elements (e.g. name, logo, symbols, slogan, spokespeople) or brand identity
  2. Definition of marketing programme activities (product, pricing, product placement) and communication
  3. Leveraging secondary associations with other brands, entities, and countries, to create and increase positive perceptions


Communication is a fundamental key in strategic brand management. To communicate a brand to its audience requires a good strategy that can include the following communication options:

  1. Advertising and promotion
  2. Interactive marketing
  3. Events and experiences (for example, The Coca-Cola Happiness Machine)
  4. Mobile marketing