STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY
STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY. Kevin Lane Keller Kafli 2. 21. september 2004. Motivation for Customer-Based Brand Equity Model. Marketers know strong brands are important but aren’t always sure how to build one. CBBE model was designed to be …
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