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What is Managing Brand Equity for British Airways about?

This chapter discusses the importance of branding and creating brand equity. It defines what a brand is and explains how branding works to build brand equity, which is the added value provided to products and services by positive consumer perceptions and experiences with a brand. The chapter also explores various models for measuring and managing brand equity, such as assessing brand strength, structure, resonance with consumers, and portfolio strategies. Maintaining and growing brand equity requires consis

Author

Devangi Makwana

Language

EN