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In: Business and Management

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B R A N D P L A N N I N G : E - A RT I C L E K E V I N L A N E KE L L E R

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eARTICL

BRAND PLANNING by Kevin Lane Keller

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eARTICL

BRAND PLANNING by Kevin Lane Keller
E. B. Osborn Professor of Marketing
Tuck School of Business
Dartmouth College

A Shoulders of Giants p ublication info@SOGiants.com | w ww.SOGiants.com

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CONTENTS
This is a free eArticle based on the eBook and video of Brand Planning. It offers key points from the full title – giving you the ability to learn something new about this business topic in just a few minutes while discovering how to get even more from the full length versions.

INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1. BRAND POSITIONING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2. BRAND RESONANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3. BRAND VALUE CHAIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
CONCLUSION . . . . . . . . . . . . . .

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