Keller, 2008, Strategic Brand Management Chapter 8 Summary

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This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 8 (Developing a Brand Equity Measurement and Management System) by Keller, K. L. (2008, Prentice Hall.) I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.

Concept of Brand, Brand Evolution, Brand Hierarchy, Brand Image, Brand Identity – Perspectives, Levels & Prism. Brand Personality, Brand Positioning, Brand Repositioning, Brand Equity, Types of Branding – Product, Line, Range, Umbrella & Endorsement Branding. Brand Creation, Brand Product Relationship, Brand Portfolio, Brand Elimination, Brand Revitalization Managing Brands, Brand Extensions, Financial Aspects of Brands Branding in different sectors – Retailers, Industrial, Services, & high-tech products.

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