Building brands through alternative brand contact communications
نویسندگان
چکیده
منابع مشابه
Building strong brands in a modern marketing communications environment
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 create intense, active loyalty relatio...
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and others at both organizations for their support and valuable input. Special thanks to Grey Advertising's Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College. MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will i...
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ژورنال
عنوان ژورنال: Communicatio
سال: 2004
ISSN: 0250-0167,1753-5379
DOI: 10.1080/02500160408537991