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55623439 Strategic Brand Management

55623439 Strategic Brand Management

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Published by: pawanshrestha1 on Nov 29, 2011
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07/08/2013

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STRATEGIC BRAND MANAGEMENT
 BUILDING, MEASURING, AND MANAGINGBRAND EQUITY
Kevin Lane Keller 
Amos Tuck School of Business
Dartmouth College
 
What is a Brand?
A
brand
is a name, term, sign, symbol, or design which is intended to identify thegoods or services of one seller or groupof sellers and to differentiate them fromthose of competitors.
 
New Branding Challenges
Brands are important as ever 
 –Consumer need for simplification –Consumer need for risk reduction
Brand management is as difficult as ever 
 –Savvy consumers –Increased competition –Decreased effectiveness of traditionalmarketing tools and emergence of newmarketing tools –Complex brand and product portfolios

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