haku: @author Keller, K. L. / yhteensä: 10
viite: 4 / 10
| Tekijä: | Keller, K. L. |
| Otsikko: | Building Customer-Based Brand Equity |
| Lehti: | Marketing Management
2001 : JUL-AUG, VOL. 10:2, p. 14-21 |
| Asiasana: | CUSTOMERS MARKETING BRANDS MODELS |
| Kieli: | eng |
| Tiivistelmä: | Creating brand resonance requires carefully sequenced brand-building efforts. The author of the article states that a comprehensive new approach, the customer-based brand equity (CBBE) model, lays out a series of steps for building a strong brand: (1) establish the proper brand identity, (2) create the appropriate brand meaning, (3) elicit the right brand responses, and (4) forge appropriate brand relationships with customers. The CBBE model also depends on six brand-building blocks--salience, performance, imagery, judgments, feelings, and resonance - that help provide the foundation for successful brand development. |
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