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Chapter 1

Chapter 1

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Published by Mariam Giorgadze
PPT of Keller's Strategic Branding - chapter 1
PPT of Keller's Strategic Branding - chapter 1

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Categories:Business/Law
Published by: Mariam Giorgadze on Feb 03, 2011
Copyright:Attribution Non-commercial

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05/16/2014

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1.1
CHAPTER 1:CHAPTER 1:BRANDS & BRAND MANAGEMENTBRANDS & BRAND MANAGEMENT
Kevin Lane KellerKevin Lane Keller Tuck School of Business Tuck School of BusinessDartmouth CollegeDartmouth College
 
1.2
 What
is
a
br
and? What
is
a
br
and?
F
or the American Marketing Association (AMA), a brand is a
F
or the American Marketing Association (AMA), a brand is a´name, term, sign, symbol, or design, or a combination of them,´name, term, sign, symbol, or design, or a combination of them,intended tointended to
identify identify 
the goods and services of one seller or groupthe goods and services of one seller or groupof sellers and toof sellers and to
differentiate differentiate 
them from those of competition.µthem from those of competition.µ
 These different components of a brand that identify and These different components of a brand that identify anddifferentiate it aredifferentiate it are
rand elements 
rand elements 
..
 
1.3
 What
is
a
br
and? What
is
a
br
and?
Many practicing managers refer to a brand as more than thatMany practicing managers refer to a brand as more than that
²²
as something that has actually created a certain amount of as something that has actually created a certain amount of 
awareness, reputation, prominence,awareness, reputation, prominence,
and so on in the marketplace.and so on in the marketplace.
e can make a distinction between the AMA definition of a
 W 
e can make a distinction between the AMA definition of a´brandµ with a small b and the industry·s concept of a ´Brandµ´brandµ with a small b and the industry·s concept of a ´Brandµ with a capital b. with a capital b.

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