The strategic brand management process involves several steps. Which of the following must take place first?
A) identifying and establishing brand positioning
B) growing and sustaining brand value
C) measuring and interpreting brand performance
D) planning and implementing brand marketing
E) measuring consumer brand knowledge

Question

Quizplus · Accepted Answer

Identifying and establishing brand positioning is the first step in the strategic brand management process. This involves defining the brand's target market, identifying its unique selling proposition, and creating a brand image and personality that resonates with consumers. Only after establishing brand positioning can a brand manager begin to plan and implement brand marketing, measure and interpret brand performance, grow and sustain brand value, and measure consumer brand knowledge.

The Strategic Brand Management Process Involves Several Steps