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Choosing Brand Elements to build Brand Equity What are Brand Elements?  Brand elements are those trademarkable devices that serve to identify and differentiate the brand…

Business Chapter 9: Creating Brand Equity

1. http://michellegatbonton.blogspot.com CHAPTER 9: CREATING BRAND EQUITY Increasing Value Through Strategic Brand Management Anna Michelle P. Gatbonton September 17, 2013…

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BRAND EQUITY, BRAND POSITIONING, BRAND ELEMENTS 2/12/2013 Resonance, Judgments, Feelings, Performance, Image, Salience Two Case lets on Brand Management   Boost : GSK…

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Designing and Implementing Brand Strategies Designing and Implementing Brand Strategies …defines brand boundaries and brand complexity …defines the relationship between…

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MARKETING ON AIRTEL Presented to: Prof Mehta PRESENTED BY • • • • • • Abdul Kadir Chechatwala Abdul Kadir Kazi Khuzema.S.Kamri Shubhangi Khatavkar Khyati Mistry…

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Brand Management Dr. Vibhuti Tripathi, SMS What is a Product? • Anything that can be offered to a market for attention, acquisition, use or consumption. • Satisfies a…

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CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET 9.1 Qualitative Research Techniques     These techniques are relatively unstructured measurement…

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Group Memebers Muhammad Bin Zaheer Muhammad Umar Malik Sadaat Ali Khan Shaheer Naeem Syed Intesar Hyder Telenor Pakistan Vision  We're here to help Values  Make…

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1. CHAPTER 4:CHOOSING BRAND ELEMENTS TOBUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College 4.1 2. BuildingCustomer-Based Brand Equity Brand…

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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),…