COVER
TABLE OF CONTENTS
LIST OF FIGURES
LIST OF TABLES
INTRODUCTION
CHAPTER 1: THEORY FRAMEWORK
1.1 Understanding Brands
1.1.1 What Is A Brand?
1.1.2 Why Do Consumers Like Brands?
1.2.3 The Difference Between Brand Identity And Brand Image
1.2 How Brands Are Built
1.2.1 The Need For A Brand Strategy Blueprint
1.2.2 Creating A Strategic Brand Platform
1.2.3 Why Brand Personality
1.2.4 Values and Characteristics Of Brand Personality
1.2.5 Creating Brand Personality
1.2.6 Brand Personality Is Long Term
1.2.7 Brand Personality Must Be Simple
1.2.8 Brand Personality and Brand Values
1.2.9 Creating The Brand Experience
CHAPTER 2: MEASURING BRAND SUCCESS
THE USE OF MARKET RESEARCH
2.1 Quantitative And Qualitative Research
2.1.1 Brand Awareness
2.1.2 Brand Associations
2.2 How Does A Brand Make You Feel?
2.3 Brand Personality
2.4 Perceptual Mapping For Brand Tracking And Strategy
CHAPTER 3:
STRATEGIC COMMUNICATIONS FOR BRAND BUILDING
THE IMPORTANCE OF A BRAND COMMUNICATIONS
STRATEGY
3.1 Integrated Marketing Communications
3.2 Communicating Brand Values And Personality
3.2.1 Word Of Mouth
3.2.2 Employee Morale
3.2.3 Physical Premises
3.2.4 Permanent Exhibits
3.2.5 Public Relations
3.2.6 Corporate Events
3.2.7 Affiliation And Relationship Programs
3.2.8 Promotions
3.2.9 Sponsorships And Endorsements
3.2.10 Advertising
3.2.11 Service Standards And Behavior
3.3 Projecting Several Personality Characteristics Or Brand Values
3.3.1 Playing The Brand, Personality Chord
3.3.2 Combining The Rational And Emotional Messages
3.3.3 Mass Versus Individual Communications
3.3.4 Moving From Mass To Relationship Marketing And One-To-One
Marketing
3.3.5 Relationship Marketing Communications
3.4 The One-To-One Future: Implications For Branding
3.4.1 Branding And The Internet: Opportunities For Supermarkets
3.4.2 Building A Brand On The Internet
3.5 Using Agencies
3.5.1 The Agency Brief
3.5.2 Tag Line Usage
3.5.3 Choice Of Agency
3.5.4 Communicating During A Recession
CHAPTER 4:
AN ACTUAL EXISTENCE OF SUPERMARKET BRANDING
4.1 Fivimart Introduction
4..2 Evaluating Of The Marketing Activities For Fivimart
4.3 Evaluating The Branding Fivimart Strategy
4.3.1 Objects Of Study
4.3.2 Outcomes Of The Survey
4.4 Evaluating The Customer Understanding Fivimart Brand
4. 4.1 Introduction
4.4.2 Outcomes Of The Survey
CONCLUSIONS AND RECOMMENDATIONS
REFERENCES
APPENDIXS