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  • Brand Health Check: Hướng dẫn đọc hiểu Báo cáo đo lường Sức khỏe Thương hiệu

  • 1. Introduction to Brand Health Check
    • 1.1   What is Brand Health Check study?
    • 1.2   3 Key Questions BHC can answer
    • 1.3   Dipstick vs Continuous Tracking
    • 1.4   The Process of BHC
  • 2. What to track?
    • 2.1   Sample Profile Definition
    • 2.2   Brands to track
    • 2.3   Questionaire Principles
  • 3. Category Movement and Behavior Analysis
    • 3.1   Category Movement and Behavior Analysis
  • 4. Brand Funnel Analysis
    • 4.1   Brand Funnel Analysis
  • 5. Brand Equity Analysis
    • 5.1   Introduction to Meaningful Different Framework
    • 5.2   Definitions of Meaningful – Different – Salient
    • 5.3   Definitions of Power – Premium – Potential
    • 5.4   Visualizing Brand Equity
    • 5.5   Power vs Premium Analysis
    • 5.6   Power vs Potential Analysis
    • 5.7   Premium vs Perceived Price Analysis
  • 6. Brand Typology
    • 6.1   Brand Typology
    • 6.2   Document - Typology
  • 7. Brand Positioning Analysis
    • 7.1   Definition of Key Attributes
    • 7.2   Brand Image Absolute
    • 7.3   Brand Image Profile
  • 8. In-market Facilitators
    • 8.1   In-market Facilitators
  • 9. Brand Communication Awareness Analysis
    • 9.1   Total Brand Communication Awareness
    • 9.2   Ad Recognition Diagnostic
  • 10. Final
    • 10.1   Final
    • 10.2   Bài giảng: Brand Health Check: Hướng dẫn đọc hiểu Báo cáo đo lường Sức khỏe Thương hiệu


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Kết thúc   Buổi 9 - Brand Communication Awareness Analysis

Ad Recognition Diagnostic


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