Principles of Brand Management
by Professor Leslie de Chernatony
Running time: 2 hr 30 mins
This session is concerned with the foundations of brand management. It will open by considering some of the issues involved in
nurturing brands. To manage brands effectively there needs to be consensus about the nature of the brand in question. As brands are intangible assets
a framework will be presented to characterise the nature of a brand. One of the problems is that an inconsistent approach to supporting the brand may
result, so a framework to manage this will be discussed. Ways of building more emotion into a brand will be explored.
Topics included:
- Nurturing, defining brands.
- Brands matter, promises and hierarchy
- 360 Brand experience
- Designing memorable experience
- Evolutionary interpretations
- Characteristics of successful brands
- Brand differentiation
- Added value.
- The importance of surround
- Service mapping
- Added value of co-creation