Customer-based brand equity (CBBE) 消费者品牌资产模型 Kevin lane Keller 品牌资产模型由四个不同层面组成(图左侧) Who are you? 你是谁? (对应 Brand identity ) What are you? 你干哈?(Brand meaning) What do I think/or feel about u? 我瞅你是个啥/我觉着你咋样(Brand response) What kind...
CUSTOMERCUSTOMER--BASEDBRANDEQUITYBASEDBRANDEQUITY KevinLaneKellerKevinLaneKeller TuckSchoolofBusinessTuckSchoolofBusiness DartmouthCollegeDartmouthCollege 礼貌修养是指个人在交往中,在礼貌、礼仪、礼节方面自觉地按照社会公共生活的准则要求,不断地进行自我锻炼、自我养成 ...
CHAPTER2:CUSTOMERBASED BRANDEQUITYKevin Lane KellerTuckSchoolof BusinessDartmouth College1CustomerBased BrandEquityThedi
aIf you still love me,we will together. 如果您仍然爱我,我们一起将。 [translate] abuilding customer-based brand equity requires consistent brand meaning upheld by brand communications over time 修造的基于顾客的商标权要求品牌通信随着时间的过去维护的一致的品牌意思 [translate] ...
CHAPTER2:CUSTOMER-BASEDBRANDEQUITY KevinLaneKellerTuckSchoolofBusiness DartmouthCollege 2.1 Customer-BasedBrandEquity “Thedifferentialeffectthatbrandknowledgehasonconsumerresponsetothemarketingofthatbrand.”Keller,1993 2.2 Customer-BasedBrandEquity Differentialeffect Differencesinconsumerresponse Brand...
customer_basedbrandequity(基于客户的品牌资产)凯课件课件.pptx,CHAPTER 2: CUSTOMER-BASED BRAND EQUITYKevin Lane KellerTuck School of BusinessDartmouth College第一页,编辑于星期五:三点 五十九分。Customer-Based Brand Equity“The differential effect that bra
The Customer-Based Brand Equity model approaches brand equity from the perspective of the consumer — whether this be an individual or an organization.
aIn fact, a commonly held conception in the branding literature is that building customer-based brand equity requires consistent brand meaning upheld by brand communications over time 实际上,一个共同地举行的构想在烙记的文学是修造的基于顾客的商标权要求品牌通信随着时间的过去维护的一致的品牌意思 [...
In this knowledge center: Brand Equity (CBBE) summary, forum, best practices, expert tips, courses, tools, and more.Summary The Customer Based Brand Equity Model (CBBE) by Keller?The Customer Based Brand Equity Model (CBBE) by Kevin Lane Keller describes the process of building a strong ...
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