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E-book

  1. Cover Page
  2. Brand Concept
  3. Brand Management Process
  4. Intercultural Branding
  5. Identifying the Target: Segmentation
  6. Selecting the Target: Targeting
  7. Hitting the Target: Positioning
  8. Positioning Concept
  9. Positioning Strategies
  10. Positioning and Intercultural Approach
  11. Brand Equity Concept
  12. Brand Equity Management Models
  13. Measuring Brand Performance
  14. Integrated Mindshare and Heartshare
  15. Integrated Brand Communication
  16. Communication Messages
  17. The Concept of Brand Loyalty
  18. The Journey to Loyalty via Brand Experience
  19. How to Maintain Brand Loyalty
Co-funded by the Erasmus+ Programme of the European Union

This platform has been funded with support from the European Commission under the Erasmus+ Programme for Experiential education. Interactive/Intensive course of European brand management project 2020-1-PL01-KA203-081852. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.


CC-BY-ND

All the information on this platform is subject to Creative Common license CC BY-ND. This license enables reusers to copy and distribute the material in any medium or format in unadapted form only, and only so long as attribution is given to the creator. The license allows for commercial use.
Free of charge


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