Building strong brands in a modern marketing communications environment

Abstract

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can… (More)

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Citations per Year

Citation Velocity: 11

Averaging 11 citations per year over the last 3 years.

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