Branding Elements Course Instructor: Ms. Shyama Labh Email: [email protected] • Brand knowledge structures depend on: – The initial choices for the brand elements…
CHAPTER 4: CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College 4.1 Building CustomerCustomer-Based Brand Equity Brand…
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…
Slide 1 LECTURE 2: CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Zeenat Jabbar 2.1 Slide 2 Summary of Previous Lecture What is a brand? Products vs brands Different Stages…