Brand knowledge

Lecture "Marketing management - Chapter 8: Creating brand equity" presentation of content: Steps in strategic brand management, the role of brands, brand knowledge, drivers of brand equity, brand element choice criteria, designing holistic marketing activities,... And other contents.

37p bautroibinhyen11 03-01-2017 64 5   Download

The overall goal of the thesis is to determine the relationship between organizational culture factors, internal brands, brand commitment, role clarity & brand knowledge influencing brand values based on personality. We also measure the impact of these factors on brand equity based on the staff of Vietnamese commercial banks to propose some governance implications to enhance brand value based on members of Vietnamese commercial banks.

27p trinhthamhodang1217 14-01-2021 38 4   Download