Transcription of Strategic Brand Management - Pearson
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Strategic Brand Management - Pearson
Building, Measuring, and Managing Brand EquityStrategic Brand 129/12/2018 02 229/12/2018 02:48 Building, Measuring, and Managing Brand EquityKevin Lane KellerTuck School of Business Dartmouth CollegeVanitha SwaminathanKatz Graduate School of Business University of PittsburghStrategic Brand ManagementFifth 329/12/2018 02:48 Vice President, Business, Economics, and UK Courseware: Donna BattistaDirector of Portfolio Management : 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: Caro
Brand Awareness 42 Brand Image 46 Identifying and Establishing Brand Positioning 47 Basic Concepts 47 Target Market 48 Nature of Competition 51 Points-of-Parity and Points-of-Difference 52 BRANDING BRIEF 2-1: Subaru Finds Its Groove 52 Positioning Guidelines 54 Defining and Communicating the Competitive Frame of Reference 54 ...
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