branding posts. Management tools for the manager

Brand Management

by Ben JanseMarketingAugust 15, 2020August 21, 2020

Brand management encompasses all techniques and methods known to strengthen the emotional connection between consumer and company.

Kapferer Brand Identity Prism

by Ben JanseMarketingJanuary 21, 2020July 16, 2020

The Kapferer Brand Identity Prism is a model companies can use to build a powerful and durable brand identity, created by J. Kapferer.

Brand Leadership

by Ben JanseMarketingJuly 12, 2019August 15, 2020

Brand leadership refers to the techniques and strategies that organisations use to market a product or service. Read more about leading brands.

Brand Asset Valuator (BAV)

by Patty MulderMarketingJune 4, 2019July 16, 2020

Brand Asset Valuator (BAV) measures the strength and growth potential of brands and brand names, and the related consequences, in a four quadrant model.

BTC model

by Ben JanseMarketingJune 3, 2019July 16, 2020

The BTC Model is a marketing tool that is used to strenghten the position of a brand. Learn about various variables affecting a brand.

Brand Essence Wheel

by Patty MulderMarketingMarch 10, 2019July 16, 2020

The Brand Essence Wheel helps companies create and define their brand identity and consists of 3 rings describing the characteristics, essences and values.

Brand Pyramid

by Patty MulderMarketingNovember 22, 2018August 15, 2020

The Brand Pyramid aims to bind customers and ensure that they choose the same product from the same brand next time.

Kevin Lane Keller

by Alexander ZeemanToolsheroesDecember 7, 2017August 15, 2020

Kevin Lane Keller (1956) is a professor of Marketing with the focus on branding and strategic brand management. Due to his experience in branding, he invented the Brand Equity Model…

GAP Analysis

by Patty MulderProject ManagementJuly 12, 2017July 19, 2020

This article describes the GAP Analysis in a practical way. After reading you will understand the basics of this powerful type of project management and strategic tool. What is a…

Brand Equity

by Patty MulderMarketingJanuary 26, 2016July 16, 2020

This article explains Brand Equity in a practical way. After reading you will understand the basics of this powerful strategic marketing tool. What is Brand Equity? A brand is not…

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