Brand Management: Building and Measuring Brand Equity

<p>Build real brand management skills through the story of Dana Okafor, a brand strategy lead navigating four acquired brands with very different needs. Learn how to choose between a house of brands and a branded house, how to read a real brand tracking study (aided vs. unaided awareness, consideration, and Net Promoter Score), how to evaluate brand extension ideas before they ship, and how to run a full brand health diagnostic when a brand's equity has quietly drifted.</p>

Tools: Brand Architecture, Brand Tracking Studies, Brand Equity (CBBE) Model, Brand Extension Strategy