Brand guidelines

A$.$ Explain how brand equity is measured in terms of the tracking study and the resulting brand equity report.

B$.$ Suggest how marketers should manage brands with some general strategic guidelines, stressing clarity, consistency, and innovation in marketing thinking over time.

C$.$ Outline how to devise marketing programs along specific tactical guidelines, satisfying differentiation, relevance, integration, value, and excellence criteria. Guidelines for specific brand management tasks such as ad campaign evaluation and brand name selection may also be offered.

D$.$ Specify the proper treatment of the brand in terms of trademark usage, design considerations, packaging, and communications.