Building Customer-Based Brand Equity: A Blueprint for ...

anandahussein.lecture.ub.ac.id

In this report, author Keller outlines the Customer-Based Brand Equity (CBBE) model to assist manage-ment in their brand-building efforts. ... insights and guidelines to help marketers set strategic direction and inform their brand-related decisions. To provide perspective, the paper also relates the CBBE ... CBBE Pyramid for Southwest Airlines ...

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