Building customer-based brand equity : creating brand resonance requires carefully sequenced brand-building efforts
Year of publication: |
2009
|
---|---|
Authors: | Keller, Kevin Lane |
Published in: |
Marketing-mix strategies - product strategy and promotion strategy. - Los Angeles [u.a.] : Sage. - 2009, p. 123-132
|
Subject: | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
-
Brand management at a local scale : a case of "Ghost Awareness"
Ruão, Teresa, (2016)
-
Cheung, Man Lai, (2019)
-
Brand positioning based on brand image-country image fit
Klein, Kristina, (2019)
- More ...
-
Understanding and responding to new forms of competition
Keller, Kevin Lane, (2019)
-
Strategic brand management : building, measuring and managing brand equity
Keller, Kevin Lane, (1998)
-
A roadmap for branding industrial markets
Keller, Kevin Lane, (2004)
- More ...