Documents Keller SBM3 01

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,…

Documents Keller SBM3 01

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…

Documents 1. Brand Intro__25-07-2012

Product and Brand Management Brand Management What is a Brand? A brand is a promise. It is both functional and emotional. It is the art and science of creating “mind space”…