Brand Management, Market Research & Advertising
16 Brand Management, Market Research & Advertising
16.1 Brand Management
16.2 Market Research
16.3 Advertising
16.1.1 Brand Architecture Management
16.1.2 Brand Name Selection Management
16.1.3 Brand Image Selection Management
16.1.4 Brand Positioning Management
16.1.5 Brand Rationalisation Management
16.1.6 Brand Orientation Management
16.1.7 Brand Retirement Management
16.2.1 Market Survey Management
16.2.2 Focus Group Management
16.2.3 Personal Interview Management
16.2.4 Consumer Observation Management
16.2.5 Field Trials Management
16.2.6 Market Research Results Coordination
16.3.1 Message Selection Management
16.3.2 Advertising Methodology Management
16.3.3 Media Selection Management
16.3.4 Advertising Budget Setting Management
16.3.5 Advertising Effectiveness Management
16.1.1.1 Audience Diversity Assessment
16.1.1.2 Brand Elasticity Assessment
16.1.1.3 Product & Service Offerings Positioning
16.1.1.4 Competitive Context Assessment
16.1.1.5 Brand Equities Assessment
16.1.1.6 Geographic Needs Assessment
16.1.1.7 Organisational Structure Assessment
16.1.1.8 Brand Ownership Identification
16.1.1.9 Sources of Growth Identification
16.1.1.10 Purchase Criteria Assessment
16.1.1.11 Brand Performance Assessment
16.1.1.12 Brand Role Definition
16.1.1.13 Channel Availability Assessment
16.1.1.14 Brand Application Restrictions Assessment
16.1.2.1 Product Benefits Identification
16.1.2.2 Product Qualities Identification
16.1.2.3 Name Pronunciation Criteria Definition
16.1.2.4 Name Recognition Criteria Definition
16.1.2.5 Name Recollection Criteria Definition
16.1.2.6 Name Distinctiveness Criteria Definition
16.1.2.7 Name Globalisation Capabilities Criteria Definition
16.1.2.8 Name Protection & Registration Criteria Definition
16.1.3.1 Product Benefits Identification
16.1.3.2 Product Qualities Identification
16.1.3.3 Image Pronunciation Criteria Definition
16.1.3.4 Image Recognition Criteria Definition
16.1.3.5 Image Recollection Criteria Definition
16.1.3.6 Image Distinctiveness Criteria Definition
16.1.3.7 Image Globalisation Capabilities Criteria Definition
16.1.3.8 Image Protection & Registration Criteria Definition
16.1.4.1 Market Definition
16.1.4.2 Product Space Attribute Identification
16.1.4.3 Perception Collection
16.1.4.4 Share Of Mind Determination
16.1.4.5 Current Product Location Determination
16.1.4.6 Target Market Attribute Combination Preference Determination
16.1.4.7 Current v Preferred Fit Analysis
16.1.4.8 Positioning Measurement
16.1.4.9 Brand Positioning Reporting
16.1.5.1 Brand Loyalty Determination
16.1.5.2 Attribute Retention Criteria Definition
16.1.5.3 Rationalisation Communications
16.1.5.4 Churn Determination
16.1.5.5 Report Rationalisation Outcome
16.1.6.1 Strategic Brands Identification
16.1.6.2 Develop Product Brand Strategy
16.1.6.3 Develop Brand Trademark Strategy
16.1.6.4 Develop Corporate Name Strategy
16.1.6.5 Develop Corporate Identity Strategy
16.1.6.6 Develop Brand Positioning Strategy
16.1.6.7 Develop Target Group Identification Strategy
16.1.6.8 Develop Brand Vision Strategy
16.1.6.9 Aggregate Orientation Strategies
16.1.6.10 Synchronise Orientation Strategies
16.1.6.11 Report Orientation Strategies
16.1.7.1 Identify Underperforming Brands
16.1.7.2 Assess Market Impact
16.1.7.3 Identify Service Impact
16.1.7.4 Identify Product Impact
16.1.7.5 Identify Resources Impact
16.1.7.6 Identify Supplier-Partner Impact
16.1.7.7 Identify Customer Impact
16.1.7.8 Aggregate Impact Findings
16.1.7.9 Assess Impact Findings
16.1.7.10 Report Impact Findings
16.1.7.11 Produce Retirement Schedule
16.1.7.12 Report Retirement Schedule
16.1.7.13 Instigate Brand Retirement
16.2.1.1 Define Survey Templates
16.2.1.2 Define Survey Questions
16.2.1.3 Define Survey Target Audience
16.2.1.4 Define Survey Goals
16.2.1.5 Define Survey Methodology
16.2.1.6 Plan Survey Deployment
16.2.1.7 Pre-Test Survey
16.2.1.8 Authorise Survey Deployment
16.2.1.9 Collate & Analyse Results
16.2.1.10 Report Survey Results
16.2.2.1 Define Focus Group Type
16.2.2.2 Define Focus Group Budget
16.2.2.3 Define Focus Group Demographic
16.2.2.4 Identify Potential Moderators
16.2.2.5 Identify Suitable Venues
16.2.2.6 Authorise Focus Group Initiation
16.2.2.7 Collate & Analyse Focus Group Feedback
16.2.2.8 Report Focus Group Results
16.2.3.1 Define Interview Structure
16.2.3.2 Define Interview Content
16.2.3.3 Define Interview Recording Methodology
16.2.3.4 Identify Suitable Interviewers
16.2.3.5 Identify Suitable Interviewees
16.2.3.6 Define Interviewing Techniques
16.2.3.7 Collate & Analyse Results
16.2.3.8 Report Personal Interview Results
16.2.4.1 Define Observational Methodology
16.2.4.2 Define Locations
16.2.4.3 Define Target Observees
16.2.4.4 Identify Suitable Observers
16.2.4.5 Define Timescales
16.2.4.6 Identify Legal Obligations
16.2.4.7 Authorise Consumer Observation Programme
16.2.4.8 Organise & Collate Findings
16.2.4.9 Report Consumer Observations
16.2.5.1 Control Group Definition
16.2.5.2 Target Group Definition
16.2.5.3 Product Family Selection
16.2.5.4 Field Trial Location Selection
16.2.5.5 Legal Obligations Identification
16.2.5.6 Reporting Structure Definition
16.2.5.7 Timescale Definition
16.2.5.8 End Of Field Trial Policy Definition
16.2.5.9 Collate & Organise Field Trial Results
16.2.5.10 Report Field Trial Findings
16.2.6.1 Market Research Results Recovery
16.2.6.2 Market Research Results Analysis
16.2.6.3 Market Research Results Aggregation
16.2.6.4 Report Market Research Results
16.3.1.1 Confirm Marketing Targets
16.3.1.2 Confirm Media Suitability
16.3.1.3 Confirm Message-Media Compatibility
16.3.1.4 Authorise Message Selection
16.3.1.5 Instigate Message Deployment
16.3.1.6 Monitor Message Effectiveness
16.3.1.7 Report Message Effectiveness
16.3.2.1 Potential Advertising Methodology Identification
16.3.2.2 Potential Advertising Methodology Selection
16.3.2.3 Advertising Methodology Approval
16.3.2.4 Monitor Advertising Methodology Deployment
16.3.2.5 Advertising Methodology Review
16.3.2.6 Report Advertising Methodology Effectiveness
16.3.3.1 Assess National Newspaper Suitability
16.3.3.2 Assess Local Newspaper Suitability
16.3.3.3 Assess Magazine Suitability
16.3.3.4 Assess TV Suitability
16.3.3.5 Assess National Radio Suitability
16.3.3.6 Assess Local Radio Suitability
16.3.3.7 Assess Internet Suitability
16.3.3.8 Assess Direct Mail Suitability
16.3.3.9 Assess Event & Trade Show Suitability
16.3.3.10 Assess Voice Messaging Suitability
16.3.3.11 Assess Text Messaging Suitability
16.3.3.12 Assess Direct Marketing Suitability
16.3.3.13 Assess Poster & Billboard Suitability
16.3.3.14 Assess Cinema Suitability
16.3.3.15 Assess Alternative Media Suitability
16.3.3.16 Collate Assessments
16.3.3.17 Identify Appropriate Media
16.3.3.18 Select Appropriate Media
16.3.3.19 Approve Selected Media
16.3.3.20 Authorise Media Selection
16.3.3.21 Monitor Media Performance
16.3.3.22 Review Media Performance
16.3.3.23 Report Media Performance
16.3.4.1 Assess Percentage Of Sales Suitability
16.3.4.2 Assess Objective & Task Suitability
16.3.4.3 Assess Competitive Parity Suitability
16.3.4.4 Assess Historical & Best Guess Suitability
16.3.4.5 Assess Market Share Against Share Of Voice Suitability
16.3.4.6 Assess ‘All You Can Afford’ Suitability
16.3.4.7 Assess Combinational Suitability
16.3.4.8 Aggregate Assessments
16.3.4.9 Identify Best-Fit Advertising Budget
16.3.4.10 Report Best-Fit Advertising Budget
16.3.4.11 Authorise Best-Fit Advertising Budget
16.3.4.12 Monitor Advertising Budget Performance
16.3.4.13 Report Advertising Budget Performance
16.3.5.1 Recover Advertising Performance Reports
16.3.5.2 Aggregate Advertising Performance Reports
16.3.5.3 Assess Advertising Performance
16.3.5.4 Report Advertising Performance
16.3.5.5 Recommend Advertising Changes