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. Special thanks to Grey Advertising s Ben Arnowho suggested the term Brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will improve business performance.
MARKETING SCIENCE INSTITUTE • Report Summary # 01-107 Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller Building a strong brand has been shown to provide numerous financial rewards to
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