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Strategic Brand Management Overview by Santhosh Kumar is a document available to read on EtoBox.

What is Strategic Brand Management Overview about?

This document discusses strategic brand management and building customer-based brand equity. It defines a brand and outlines new branding challenges. It then discusses the concept of customer-based brand equity, how it is determined by customer awareness, associations and response. Brand equity provides marketing benefits and acts as a bridge between past investments and future activities. For branding to be successful, customers must perceive meaningful differences among brands. Strategic brand management

Author

Santhosh Kumar

Language

EN