Transcription of Building Customer-Based Brand Equity: A Blueprint …
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Building Customer-Based Brand Equity: A Blueprint …
Building Customer-Based Brand Equity: A Blueprint for Creating Strong BrandsKevin Lane KellerMARKETING SCIENCE INSTITUTEWORKING PAPER SERIESWORKING PAPER REPORT NO. 01-107 2001 Building Customer-Based Brand Equity: A Blueprint for Creating Strong BrandsKevin Lane KellerMARKETING SCIENCE INSTITUTEWORKING PAPER SERIESWORKING PAPER REPORT NO. 01-107 2001 This research was sponsored in part by Grey Advertising and Knowledge Networks. Thanks to Grey Advertising s Barbara Feigin and Bob Berenson, and KnowledgeNetworks Jean Durall, K. K. Davey, Doss Struse, and others at both organizations for their support and valuable input.
3 Introduction Building a strong brand is the goal of many organizations. Building a strong brand with significant equity is seen as providing a host of …
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