Strategic Brand Management - Pearson

BRANDING BRIEF 3-2: How Digital Platform-Based Brands Create Customer Engagement 97 The Brand Value Chain 98 Value Stages 99 Implications 101 Review 102 Discussion Questions 104 BRAND FOCUS 3.0: Creating Customer Value 104 Notes 107 PART III Designing and Implementing Brand Marketing Programs 111

  Customer, Marketing, Creating, Value, Creating customer value