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1. CHAPTER 7:LEVERAGING SECONDARY BRANDKNOWLEDGE TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College 7.1 2. Building Customer-Based Brand EquityBRAND…

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PRODUCT ENDORSEMENT A WAY TO EARN What is Product Endorsement A product endorsement is a form of testimonial from someone which indicates that they like or approve of a product.…

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LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY Figure 2-9 Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS…

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Slide 1 How to Sell with Celebrities, (especially Tiger Woods) University of Navarra Sanjeev Nath Slide 2 “One approving nod from a famous face can translate into millions…