The marketing advantages of strong brands Received (in revised form): 20th January, 2003 STEVE HOEFFLER is an assistant professor at the Kenan-Flagler School of Business,…

Branding Elements Course Instructor: Ms. Shyama Labh Email: [email protected] • Brand knowledge structures depend on: – The initial choices for the brand elements…

RECAP: WHAT DO WE KNOW? • CONSUMER BASED BRAND EQUITY (CBBE) Consumers perception, recognition & attitude Value of the brand created by the customer ‘ THE POWER OF…

1. Choosing Brand Elements to Build Brand Equity Chapter 4 2. Brand knowledge structures depend on: • The initial choices for the brand elements • The supporting marketing…

RECAP: WHAT DO WE KNOW? • CONSUMER BASED BRAND EQUITY (CBBE) Consumers perception, recognition & attitude Value of the brand created by the customer ‘ THE POWER OF…