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Module Description: Branding as a strategic driver of business growth. The "Power of Branding" module delves into the intricacies of branding and its crucial role in business growth. It begins by explaining how branding works, detailing the role and scope of brands in the marketplace. A key focus of the module is on defining and understanding brand equity, including customer-based brand equity and various brand equity models. Building brand equity is a major theme, encompassing strategies like choosing brand elements, designing holistic marketing activities, and leveraging secondary associations. The module emphasizes the importance of internal branding in creating a cohesive brand image. Sometimes challenging, measuring and managing brand equity is another critical area covered. This includes techniques for conducting brand audits, brand tracking, and brand valuation, providing a comprehensive approach to maintaining and enhancing brand value. The module also discusses the strategic aspects of branding, including devising branding strategies, making branding decisions, managing brand portfolios, and exploring brand extensions. It highlights the importance of customer equity and its role in driving business growth, outlining various growth strategies and focusing on growing the core business. This module builds on prior discussions of targeting and positioning, showing how these concepts are integral to effective branding. It concludes with an executive summary and notes, offering a complete overview of the power and significance of branding in marketing.