{"id":30242,"date":"2025-08-30T11:46:43","date_gmt":"2025-08-30T11:46:43","guid":{"rendered":"https:\/\/certifeka-edu.com\/programs\/strategic-marketing-professional-certificate\/lessons\/lesson-5-introduction-of-branding-video\/"},"modified":"2025-09-03T09:38:00","modified_gmt":"2025-09-03T09:38:00","slug":"lesson-5-strategic-brand-management","status":"publish","type":"lesson","link":"https:\/\/certifeka-edu.com\/ar\/programs\/strategic-marketing-professional-certificate\/lessons\/lesson-5-strategic-brand-management\/","title":{"rendered":"Lesson 5: Strategic Brand Management"},"content":{"rendered":"
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Lesson 5: Branding\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Strategic Brand Management\n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Combines the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tIdentifying and establishing brand positioning<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tPlanning and implementing brand marketing<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tMeasuring and interpreting brand performance<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tGrowing and sustaining brand value<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Branding is endowing products and services with the power of the brand.<\/span><\/h5>
    It’s about creating differences between products.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    WHO the product is, WHAT the product does and WHY consumers should care.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Branding creates mental structures that help consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Consumers must be convinced there are meaningful differences among brands in the product or the service category.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Customer-based approaches view it from the perspective of the consumer—either an individual or an organization— and recognize that the power of a brand lies in what customers have seen, read, heard, learned, thought, and felt about the brand as a result of their experiences over time “Customer Experience”<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    In other words, the power of a brand lies in what resides in the minds and hearts of customers.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Customer-based brand equity can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    A brand is said to have positive customer-based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified as compared to when it is not. (say, when the product is attributed to a fictitious name or is unnamed).<\/span><\/h5>
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    A brand is said to have negative customer-based equity if consumers react less favorably to marketing activity for the brand under the same circumstances.<\/span><\/h5>
    \u00a0<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"comment_status":"open","ping_status":"closed","template":"","class_list":["post-30242","lesson","type-lesson","status-publish","hentry"],"yoast_head":"\nLesson 5: Strategic Brand Management - Certifeka-edu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/certifeka-edu.com\/ar\/programs\/strategic-marketing-professional-certificate\/lessons\/lesson-5-strategic-brand-management\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lesson 5: Strategic Brand Management - Certifeka-edu\" \/>\n<meta property=\"og:description\" content=\"Lesson 5: Branding Strategic Brand Management Combines the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value. 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