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…

1. THESIS STATEMENT Endorsement has an impact on customer’s awareness 2. Celebrities are people who enjoy public recognition by a large share of a certain group of people.…

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

Submitted by: Shailza Dhaundiyal MFM, Sem II NIFT (Jodhpur) Brand Architecture y (or Brand Structure): It is how an organization organizes the various named entities within…

Creation of new brand associations Effects on existing brand knowledge Awareness and knowledge of the entity Meaningfulness of the knowledge of the entity Transferability…

1. A Discussion of the Merits of House &‘House of Brands’ StrategiesThe Brand Architecture & Portfolio Structuring of ClairolMay 24, 2007 2. 1The House that Babe…

1. IMPACT OF CELEBRITIES ENDORSEMENTS ON CONSUMER BUYING BEHAVIOUR 2. INTRODUCTION  Over a period of time it has become a calculated formula of using a celebrity for product…

A Discussion of the Merits of House & ‘House of Brands’ Strategies May 24, 2007 The Brand Architecture & Portfolio Structuring of Clairol The House that Babe…

Celebrity Endorsement Celebrity endorsement A sign of a celebrity is that his name is often worth more than his services.” -Daniel J Boorstin CELEBRITY Celebrities are…