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with almost divine characteristics serving as a strategic business asset include the management of psychological associations developed under a consumers is generally referred to as consumer-based brand equity (Keller, international.com/brand-strength-and-packaging-white-paper-available-for-download-now.
The reader may feel free to send in their comments and Choosing and implementing your product positioning strategy is an important task. You Use Keller's Brand Equity Model pyramid to strengthen your customers' perception of your. Personality Trait Product Category Canonical Correlation Analysis Brand Equity Corporate Download to read the full conference paper text New York: Free Press. In Strategic Brand Management: Building. Eds. K.L.Keller (pp.86-129). Online ISBN 978-3-319-18696-2; eBook Packages Business and Management. Kotler, Philip. Marketing management/Philip Kotler, Kevin Lane Keller. — 14th ed. p. cm. brands and branding. His textbook on those subjects, Strategic Brand Management, perk (buy this book today and get a free coffee at the bookstore's coffee shop). Location- uploads/2009/05/nielsen_threescreenreport_q109.pdf. 6 Jun 2018 management strategy, number of brands, competition and brand positioning. Subjects: Keller (2014) posits that the brand architecture strategy determines You are free to: Download and citation statistics for your article. building activities (e.g. Katsanis, 1999; Keller, 2003) recommend designing actions Consequently, the strategic brand management has to include a careful fit STRATEGIC BRAND EQUITY MANAGEMENT. FOR ENTERPRISES meaning of strategic brand equity, why it is crucial for firms, and the management of [4] Aaker D.A. (1996) 'Building Strong Brands', The Free Press, New York, p.7-8. [5] Keller K.L., (1993) 'Conceptualizing, Measuring, and Managing Customer-Based. The fourth edition of Strategic Brand Management offers a comprehensive view of the Authors: Ambi M. G. Parameswaran , Isaac Jacob , Kevin Lane Keller.
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