On Brand Equity Management System - a discussion agenda

Based on Keller (2003), I provide the following agenda for the discussion of Brand Equity Management System:

1. The model of the Brand Value Chain (re: Figure 8-1 of Keller (2003, pg. 391)
• Value stages and program multiplier
2. Design Brand Tracking Studies
• What to track
• How to conduct brand tracking studies
• How to interpret tracking studies' findings
3. Stepts to establish a Brand Equity Management System
• Step 1: Prepare a Brand Equity Charter
• Step 2: Formulate a Brand Equity Report
• Step 3: Establish Brand Equity Responsibilities

Reference
Keller, K.L. (2003) "Chapter 8: Developing a Brand Equity Measurement and Management System", Building, Measuring, and Managing Brand Equity, Prentice Hall.