15 Closing Observations

Learning Objectives

After reading this chapter, you should be able to

  1. Understand the six future brand imperatives.

  2. Identify the ten criteria for the brand report card.

  3. Outline the seven deadly sins of brand management.

Strategic brand management needs to be a well thought out, carefully conducted process, helped by tools such as The Brand Report Card.

Source: Robyn Mackenzie/Shutterstock

Preview

This final chapter provides some closing observations concerning strategic brand management. First, we’ll briefly review the CBBE framework. Next, we highlight managerial guidelines and key themes that emerged in ...

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