2 Customer-Based Brand Equity and Brand Positioning
Learning Objectives
After reading this chapter, you should be able to
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Define customer-based brand equity.
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Outline the sources and outcomes of customer-based brand equity.
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Identify the four components of brand positioning.
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Describe the guidelines in developing a good brand positioning.
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Explain brand mantra and how it should be developed.
Starbucks’ unique brand positioning helped to fuel its phenomenal growth.
Source: AP Photo/Ted S. Warren
Preview
Chapter 1 introduced some basic notions about brands, particularly brand equity, and the roles they have played and are playing in ...
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