kotler09_basic_marketingmanagement課件(參考版)
2025-01-09 06:21本頁(yè)面
【正文】 MARKETING MANAGEMENT 12th edition 9 Creating Brand Equity Kotler Keller 92 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? 93 Brand A name, term, sign, symbol or design, or a bination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of petitors. 94 Attributes of Strong Brands ? Excels at delivering desired benefits ? Stays relevant ? Priced to meet perceptions of value ? Positioned properly ? Communicates consistent brand messages ? Welldesigned brand hierarchy ? Uses
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