3 Brand Resonance and the Brand Value Chain
Learning Objectives
After reading this chapter, you should be able to
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Define brand resonance.
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Describe the steps in building brand resonance.
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Define the brand value chain.
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Identify the stages in the brand value chain.
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Contrast brand equity and customer equity.
Preview
Chapter 2 outlined in detail the concept of customer-based brand equity and introduced a brand positioning model based on the concepts of points-of-parity and points-of-difference. We next broaden ...
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