... the intangibles of brands to hard financial metrics allows companies to exploit the full potential of their brands and thereby gain a competitive advantage. © MCB UP Limited 2002 Brand valuation Growth Portfolio planning Brand image Brand identity Brand names Brand portfolio management...

... architectures. Two of the most common types of brand architectures are called the “branded house” and the “house of brands.” © MCB UP Limited 2002 Brand awareness Brand valuation Portfolio planning Value Brand names Brand loyalty Brand identity Answers to these questions can only come...

... the Internet. © MCB UP Limited 2000 Brands Customer satisfaction Product positioning Brand identity Once the brand’s current position is mapped and its future position is articulated, the next step is to identify the trajectory that results from moving the brand toward its optimal...