Branding Shortcuts

Keller, Kevin Lane
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p18
This article offers ideas for marketers on how to create brand image and equity. Marketers build strong brands by creating the right brand knowledge structures with target consumers and leveraging secondary associations. This ensures that consumers are sufficiently aware of the brand and that they have strong, favorable and unique associations with it. The right brand knowledge structures can result in an array of benefits, including generous price premiums, intense and active customer loyalty, significant cost savings and numerous brand extension and licensing opportunities. Brand elements and secondary associations are two brand building devices relevant to marketers.


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