Key topics in this paper include:
Using communications to build a brand, including the ongoing importance of 'traditional' advertising.
Positioning and differentiating a brand, including a positioning checklist, and pitfalls for brands to avoid.
Building brands through 'purpose', including the major influences on a brand's trustworthiness.
Launching new brands, including three steps to build a successful brand from scratch.
Managing a portfolio of brands, including the most important questions to ask when setting a portfolio strategy.
Leveraging a brand extension, including the benefits and pitfalls of sub-branding.
Building disruptive and challenger brands,...