Strategic Brand Management - Pearson

< strong >buildingstrong > , Measuring, and Managing < strong >Brandstrong > EquityStrategic < strong >Brandstrong > 129/12/2018 02 229/12/2018 02:48 < strong >buildingstrong > , Measuring, and Managing < strong >Brandstrong > EquityKevin Lane KellerTuck School of Business Dartmouth CollegeVanitha SwaminathanKatz Graduate School of Business University of PittsburghStrategic < strong >Brandstrong > ManagementFifth 329/12/2018 02:48 Vice President, Business, Economics, and UK Courseware: Donna BattistaDirector of Portfolio < strong >Managementstrong > : Stephanie WallExecutive Portfolio Manager: Lynn M. HuddonEditorial Assistant: Rachel ChouVice President, Product Marketing: Roxanne McCarleySenior Product Marketer: Becky BrownProduct Marketing Assistant: Marianela SilvestriManager of Field Marketing, Business Publishing: Adam GoldsteinField Marketing Manager: Nicole PriceVice President, Production and Digital Studio, Arts and Business: Etain O DeaDirector, Production and Digital Studio, Business and Economics: Ashley SantoraManaging Producer, Business: Melissa FeimerContent Producer: Michelle ZengOperations Specialist: Carol MelvilleDesign Lead: Kathryn FootFull Service Project < strong >Managementstrong > : Ana Diaz-Caneja/Bhanuprakash Sherla, < strong >Pearsonstrong > CSCI nterior Design: < strong >Pearsonstrong > CSCC over Design: < strong >Pearsonstrong > CSCC over Art: wowomnom/ShutterstockPrinter/Binder: LSC Communications, Printer: Phoenix Color/HagerstownMicr

BRAND FOCUS 2.0: The Marketing Advantages of Strong Brands 68 Notes 70 CHAPTERBrand Resonance and the Brand Value Chain 3 76 Preview 77 Building a Strong Brand: The Four Steps of Brand Building 77 Brand Salience 77 Brand Performance 82 Brand Imagery 83 A01_KELL2498_05_SE_FM.indd 10 29/12/2018 02:48

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