Interactive Marketing

, Volume 5, Issue 1, pp 7–20 | Cite as

Understanding brands, branding and brand equity

  • Kevin Lane Keller
Paper

Abstract

Branding has become a top management priority which has necessitated that all members of an organisation have an understanding and appreciation of some branding basics. Towards that goal, this paper outlines some important principles of brands, branding and brand equity. The paper also highlights some key concepts in building, measuring and managing brand equity.

Keywords

Brands Branding Brand equity Brand value Integrated marketing communications 

Copyright information

© Palgrave Macmillan 2003

Authors and Affiliations

  • Kevin Lane Keller
    • 1
  1. 1.Amos Tuck School of Business Darmouth CollegeHanoverUSA

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