Keller_SBM3_IM_toc - 72 Chapter 15: Closing Observations 79...

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Table of Contents Introduction to the Instructor’s Manual Sample Course Syllabus Chapter Notes Chapter 1: Brands and Brand Management 1 Chapter 2: Customer-Based Brand Equity 8 Chapter 3: Brand Positioning  14 Chapter 4: Choosing Brand Elements to Build Brand Equity 20 Chapter 5: Designing Marketing Programs to Build Brand Equity 24 Chapter 6: Integrating Marketing Communications to Build Brand Equity 32 Chapter 7: Leveraging Secondary Brand Associations to Build Brand Equity 37 40 Chapter 9: Measuring Sources of Brand Equity: Capturing Customer Mindset 46 Chapter 10: Measuring Outcomes of Brand Equity: Capturing Market Performance  51 Chapter 11: Designing and Implementing Branding Strategies 55 Chapter 12: Introducing and Naming New Products and Brand Extensions 59 Chapter 13: Managing Brands Over Time 65 Chapter 14: Managing Brands Over Geographical Boundaries and Market Segments
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Unformatted text preview: 72 Chapter 15: Closing Observations 79 General Introduction to the Cases Teaching Notes 1. Intel Corporation: Branding an Ingredient 89 2. Got Milk?: Branding a Commodity 95 3. General Electric: Branding in Business-to-Business 99 4. Red Bull Building Brand Equity in New Ways 102 5. MTV - Building Brand Resonance 107 6. Nike - Building a Global Brand 112 7. iPod: Creating an Iconic Brand 118 8. DuPont - Managing a Corporate Brand 121 9. Levis Dockers: Building a Sub-Brand 125 10. Nivea - Managing a Brand Portfolio 131 11. Yahoo! - Managing an Internet Brand 137 12. American Express: Branding Financial Services 142 13. Starbucks - Managing a High Growth Brand 147 14. Snapple - Revitalizing a Brand 153 15. Accenture - Rebranding and Repositioning a Global Power Brand 158...
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Keller_SBM3_IM_toc - 72 Chapter 15: Closing Observations 79...

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