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13.1
CHAPTER 13:CHAPTER 13:MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
Kevin Lane KellerKevin Lane Keller Tuck School of Business Tuck School of BusinessDartmouth CollegeDartmouth College
 
13.2
Reinforcing BrandsReinforcing Brands
Generally, we reinforce brand equityGenerally, we reinforce brand equityby marketing actions thatby marketing actions thatconsistently convey the meaning of consistently convey the meaning of the brand to consumers in terms of the brand to consumers in terms of brand awareness and brand image.brand awareness and brand image.
 
13.3
Managing Brands over TimeManaging Brands over Time
Effective brand management requiresEffective brand management requirestaking a long-term view of marketingtaking a long-term view of marketingdecisionsdecisions
Any action that a firm takes as part of itsAny action that a firm takes as part of itsmarketing program has the potential tomarketing program has the potential tochange consumer knowledge about thechange consumer knowledge about thebrand.brand.
 These changes in consumer brand These changes in consumer brandknowledge from current marketingknowledge from current marketingactivity also will have an indirect effectactivity also will have an indirect effecton the success of on the success of 
futurefuture
marketinmarketing
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