Setting Product Strategy Learning Objectives      What are the characteristics of products and how can they be classified? How can companies differentiate…

CHAPTER 1: BRANDS & BRAND MANAGEMENT Kevin Lane Keller Tuck School of Business Dartmouth College 1.1 What is a brand?   For the American Marketing Association (AMA),…

CHAPTER 1: BRANDS & BRAND MANAGEMENT Kevin Lane Keller Tuck School of Business Dartmouth College 1.1 What is a brand? For the American Marketing Association (AMA), a…

CHAPTER 1: BRANDS & BRAND MANAGEMENT DS Hwang From Kevin Lane Keller 1.1 What is a brand? For the American Marketing Association (AMA), a brand is a name, “name, term,…

1. PRODUCT Marketing 2. The Marketing Mix To market or sell its product successfully, a business must develop a strategy based on four key elements. MARKETINGMIX PRODUCT…

CHAPTER 1: BRANDS & BRAND MANAGEMENT Kevin Lane Keller Tuck School of Business Dartmouth College What is a brand? For the American Marketing Association (AMA), a brand…

1.* CHAPTER 1: BRANDS & BRAND MANAGEMENT 1.* What is a brand? The American Marketing Association (1960) proposed the following company- oriented Definition of a brand…

PPT on Brand Management by Kevin Lane Keller Introductory Chapter

Slide 1The Marketing Mix To market or sell its product successfully, a business must develop a strategy based on four key elements. MARKETING MIX PRODUCT PROMOTION PLACE…

BRANDS & BRAND MANAGEMENTBRANDS & BRAND MANAGEMENT Learning objectivesLearning objectives ⢠Importance of brands ⢠Branding challenges and opportunitiesBranding…