CHAPTER 2: Understanding the Language of Branding

1. American Marketing Association Dictionary,

2. Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed. (Upper Saddle River, NJ: Prentice Hall, August 2012).

3. Kristin Zhivago, “Marketing Technology,” (newsletter), July/August 1994.

4. This definition of brand identity is courtesy of Lister Butler Consulting, New York.

5. Courtesy of Lister Butler Consulting.

6. Maureen Azzato, “Store Brands Drive Differentiation and Profit,” Store Brands Decisions, June 13, 2009,

7. Urban Wallace ...

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