Nội Dung Khóa Học
▶️ Buổi 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
—–
▶️ Buổi 2 – What to track?
2.1 – Sample Profile Definition
2.2 – Brands to track
2.3 – Questionaire Principles
—–
▶️ Buổi 3 – Category Movement and Behavior Analysis
3.1 – Category Movement and Behavior Analysis
—–
▶️ Buổi 4 – Brand Funnel Analysis
4.1 – Brand Funnel Analysis
—–
▶️ Buổi 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
—–
▶️ Buổi 6 – Brand Typology
6.1 – Brand Typology
6.2 – Document – Typology
—–
▶️ Buổi 7 – Brand Positioning Analysis
7.1 – Definition of Key Attributes
7.2 – Brand Image Absolute
7.3 – Brand Image Profile
—–
▶️ Buổi 8 – In-market Facilitators
8.1 – In-market Facilitators
—–
▶️ Buổi 9 – Brand Communication Awareness Analysis
9.1 – Total Brand Communication Awareness
9.2 – Ad Recognition Diagnostic
—–
▶️ Buổi 10 – Final
10.1 – Final
