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Creating Brand Equity

Creating Brand Equity. Chapter Questions. What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?. Brand. A name, term, sign, symbol

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MARKETING MANAGEMENT 12 th edition

MARKETING MANAGEMENT 12 th edition. 9 Creating Brand Equity. Kotler Keller. Chapter Questions. What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?.

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195 views • 19 slides

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Apply existing brand elements - PowerPoint PPT Presentation

Creating Brand Equity

MARKETING MANAGEMENT 12 th edition