This report provides a comprehensive analysis of brand management, focusing on Nestle as a case study. It delves into key concepts such as brand equity, brand building, and brand extension, illustrating these concepts with examples like Maggie and KitKat. The report explores the stages of successful brand building, including creating brand personality, differentiation, brand exposure, and personalization. It examines the role of marketing in creating brand equity and presents Aaker's Brand Equity model, discussing its advantages and disadvantages. The study also covers brand revitalization strategies and concludes with a summary of how strong branding impacts a company's profitability, market share, and investor appeal. This report, contributed by a student, is available on Desklib, offering valuable insights into brand management strategies and their practical application within a major corporation.
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