201. Know-how materials


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201. Know-how materials Link to Mud Valley™ brand marketing community membership page and special offers Know-how materials Overview What is branding? Why invest in branding? Key principles of branding Brand scorecard Business scorecards Definition of branding Branding process Difference between sales and marketing Market conditions for branding Brand planning Developing a brand plan Brand scorecard Business scorecards Business models & strategies Return on investment Calculating return on investment Investment in your brand Maximising brand value Campaign prioritisation Scenario planning Creative problem solving techniques Scenario planning Buy-in Getting buy-in to developing a brand strategy Stakeholders Change management Knowledge management Market segmentation & brand definition Brand definition Segmentation Sizing the market and market share Value analysis Attacking the market leader Brand extensions Creating a brand identity Re-branding Revitalising your brand Second brand strategy Trademarks Trademarks Creating a new brand name Naming your brand Levels for analysing a brand architecture strategy Brand hierarchy Brand extensions Re-branding Checking domain names and trademarks Second brand strategy New product development New product/service development Pricing Pricing Conjoint analysis Maximising brand value Communications Campaign prioritisation Advertising your brand Customer communications audits Direct marketing/mail e-CRM Exhibitions/fairs/events Finding advertising agencies Literature/brochures Packaging Promotions Public Relations Channels Branding through business-to-business distributors Branding through catalog companies Branding through manufacturing intermediaries Branding through retailers Branding through the sales force Retailers vs. manufacturers Research Smart research Brand proposition testing and tracking Value analysis Marketing research e-tools Finding marketing research agencies Designing a questionnaire - focus groups Access panels Conjoint analysis e-CRM metrics Omnibus surveys Sample size calculators Sample sizes Statistics Brand loyalty Brand tracking - a one minute briefing Key principles of brand tracking Brand proposition testing and tracking Brand tracking measures Brand equity research Brand valuation Marketing research e-tools Key customer reviews Specialist Branding for one person businesses Branding for smaller consultancies New geographic market entry – small businesses Production investment in new geographic market Religious brands Risk – new geographic market For further information, please contact enquiries@mudvalley.co.uk © 2004, Mud Valley ™ brand marketing community. Link to Mud Valley™ brand marketing community membership page and special offers

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