Managing brands

Contents Using this guide Introduction Checklist Case studies

5. MANAGING AND DEVELOPING BRANDS
“Surely every brand has to die sometime!”

Use bookmarks in the left-hand panel to navigate this guide – click on the bookmarks tab on the left of your screen or [F5]. Search for specific words by using: Ctrl + F (PC) or Apple = F (Mac). To Branding website
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5.

MANAGING AND DEVELOPING BRANDS
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eGUIDE 1

Contents
> Using this guide > Introduction > What is brand management? > Brand management or brand strategy – what comes first? > Brand management – top-down or bottom-up approach? > The brand plan > Some brand management scenarios > Checklist > Case studies

Defining brands
eGUIDE 2

Types of brands
eGUIDE 3

How brandswork
eGUIDE 4

Brand strategy
eGUIDE 5

Managing and developing brands
eGUIDE 6

Brand portfolio and architecture
eGUIDE 7

Measuring brands and their performance The above ‘offline’ links require all the eGuide pdfs to have been downloaded from the Branding website and placed in the same single folder on your hard disk. To Branding website
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5.

MANAGING AND DEVELOPING BRANDS
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Using this guide
Navigation
There are a number of ways to make your way round this guide: >Bookmarks Gives a topic overview of the guide – first select the bookmarks tab on the left of the screen (alternatively use [F5] key), then click on to a topic to link to the relevant page. >Next/previous page Clicking on the left or right of thisicon, at the bottom right of each page, will enable you to move forward or back, page by page. >Tool bar The tool bar at the bottom of the screen is another way to skip through pages, by clicking on the arrows. >Margin icons These icons, in the margins to the left of the main text, link to various types of information. See next page for a complete list of these margin icons. To Branding website
© TheChartered Institute of Marketing 2003

>Links Click on a highlighted word to navigate to a related page – either in the guide or on the World Wide Web. >Search You can also search the guides using [Ctrl] + F for PC (or [Apple] = F for Mac) to bring up the ‘find’ dialogue box and then simply type in your search term and click the ‘find’ button.
HOME >To home page Clicking on this icon, in thetop right of every page, will take you to the home page of this eGuide.

>To other eGuides eGUIDE 2 Clicking on these icons, to be found on the contents page and sometimes as a margin icon, will take you to the home page of that particular eGuide – if you have downloaded the relevant pdf and stored it in the same folder.
BACK >Back to main text Clicking the ‘back’ button will return you to thepoint in the main text you were directed from.

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MANAGING AND DEVELOPING BRANDS
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>To Branding website Clicking on the ‘@’ icon at the bottom left of each page will take you to the home page of the Branding website. This link will only work when you are online.

Margin icons
We’ve added icons in the margins of the text to highlight particular types of information: >Case studyThis signals a story that will illustrate theory applied in practice. Click on the icon to view the example and, once you have finished, select ‘back’ to return to where you were originally. >Checklist Points to a summary page. >Resources Links through to the online Brand Store section where you will find further resources on the topic being discussed. >FAQs Gives answers to frequently askedquestions.

>Further details Indicates additional material on the same subject. This information may be located within the same eGuide; in one of the other six eGuides (in which case the link will only work if the pdfs of the other eGuides have been downloaded into the same folder); or on a separate website (in which case the link will only work if the pdf is being viewed online).

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