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Monitor, measure and manage brand equity/strength
Increase brand awareness, relevant differentiation, value, accessibility and emotional connection
Develop brand plan
Monitor progress against brand plan
Be responsible for results against brand plan
Drive brand understanding and support throughout the organization
Champion/drive initiatives that support delivery of the brand promise
Brand messaging - elevator speech, tagline, campaign themes, proof points, etc.
Manage the brand architecture
Maintain brand identity consistency
Chair the brand identity council/team/board
Help determine identities for new brands/sub-brands
Anticipate and accommodate new brand identity needs