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Brand Management

This category contains 2 posts

Brand Management: Understanding DNA and Engagement

June 23, 2010 ⋅ Post a comment

Key Benefits for Participants Each participant will: Learn to use Brand DNA as a tool, dimensionalizing key elements like target market and brand promise, and appreciating  the value of a relevant and compelling proposition Learn how to apply Brand DNA to and ensure consistency across innovation and portfolio management Learn how to get powerfully crisp [...]

Managing Brand Portfolio

June 17, 2008 ⋅ Post a comment

Is one brand just enough? When do we say a range has too many brands? A brand practitioner is tasked to strike a balance between two realities. One is the fact that a single brand cannot be everything to everyone and, on the other hand, with the high cost of doing business, the old saying [...]

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