1. The Brand Definition Process
1.1. Best story -> effect customers and obtain customers’ happiness
1.2. Best story brand processing -> creates the connection between customer pleasure and brand faithfulness
1.2.1. Good example -> coca-cola
1.3. Following steps -> define the brand
1.3.1. Target market
1.3.1.1. You can’t be everything to everyone
1.3.2. Purpose
1.3.2.1. Why do you exist?
1.3.3. Differentiation “in Competition”
1.3.3.1. what value the brand provides coopered to others
1.3.4. Qualities “Uniqueness” of brand and its organization
1.3.5. Logo
1.3.5.1. "Meaning”
1.3.6. Implementation, publicity
1.3.6.1. maintain the brand attractiveness to customers
2. Brand Manager and Stakeholders
2.1. cooperation -> finance, marketing communications, sales and product development
2.1.1. Decision cannot be affected by brand -> they only think about price, quality, features, availability
2.1.2. implement a common strategic plan for the entire busi- ness
3. Analysing brand management of Adidas
3.1. special branding strategy
3.2. Interacts with different brand identities : Promises benefits and experiences to satisfy all kind of customers
3.3. Aim -> design their products according to their customer
3.3.1. Speed
3.3.1.1. fast in internal decision-making
3.3.2. Cities
3.3.2.1. six main cities
3.3.2.2. grow in share of mind
3.3.3. Open sources
4. Brand Management
4.1. supervising the promotion of a particular brand of goods
4.2. produces positive image
4.3. very important -> Start-ups
4.3.1. manage their brand -> determining their identity
4.3.2. Heikki Salonen achivements -> good example of brand management in Finland
4.3.3. focuce -> quality of clothes
5. Tasks and Responsibilities of a Brand Manager
5.1. responsible for supervising the promotion of a particular brand of goods
5.2. creates relationships with customers
5.3. sufficient understanding on particular customer's needs and wants
5.4. update their brand
5.5. practical examples during the history -> explains why brand should be updated to keep brand attractive to the customer
5.5.1. Oldsmobile -> unique car brand in the 1980s
5.5.2. maintained its attractiveness to old buyers
5.5.3. Brand development thinking about future sporting younger buyers.
5.5.4. Oldsmobile lost market share