Name: Understanding brands, branding and brand equity
Creator: Kevin Lane Keller
Keywords: 0502 economics and business, 05 social sciences

descriptionPublicationkeyboard_double_arrow_right Article 01 Jul 2003Publisher:Springer Science and Business Media LLCJournal:Interactive Marketing, volume 5, pages 7-20 (issn: 1463-5178, eissn: 1478-0844,

Authors: Kevin Lane Keller;

doi: 10.1057/palgrave.im.4340213

Understanding brands, branding and brand equity

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Abstract

Branding has become a top management priority which has necessitated that all members of an organisation have an understanding and appreciation of some branding basics. Towards that goal, this paper outlines some important principles of brands, branding and brand equity. The paper also highlights some key concepts in building, measuring and managing brand equity.

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Dartmouth College
United States

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	selected citations These citations are derived from selected sources. This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	150
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