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International brand management > Chapter 6: Integrating marketing programs to build brand equity > Flashcards

Chapter 6: Integrating marketing programs to build brand equity Flashcards

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International brand management (16 decks)

chapter 1: Brands and brand management

Chapter 2: CBBE and positioning

Chapter 3: Brand resonance and the brand value chain

Chapter 4: Choosing elements to build brand equity

Chapter 5: designing marketing programs to build brand equity

Chapter 6: Integrating marketing programs to build brand equity

Chapter 7: Branding in the digital era

Chapter 8: Leveraging the secondary brand associations to build brand equity

Chapter 9: Developing a brand equity measurement and management system

Chapter 10: measuring sources of brand equit: Capturing customer mind-set

Chapter 11: Measuring ourcomes of brand equity: capturing market performance

Chapter 12: Desinging and implementing brand architecture strategies

Chapter 13: introducing and naming new products and brand extensions

Chapter 14: Managing brands over time

Chapter 15: maanging brands over geographic boundaries and market segments

Chapter 16: Vlosing observations

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