Excerpt
Table of Contents
List of Abbreviations
List of Figures
1 Introduction
2 Creating Brand Equity
2.1 The beginnings of Brands and Branding
2.2 Defining Brand Equity and its Perspectives
2.3 Building strong Brand Equity
2.3.1 The CBBE Model
2.3.1.1 The four steps of the CBBE Model
2.3.1.2 Example: Starbucks - The protagonist of the coffee culture
2.4 Brand equity building and its key factors of influence
2.4.1 Brand Elements
2.4.2 Secondary Brand Associations
2.4.2.1 Co-branding
2.4.3 Marketing communication
2.5 Measuring Brand Equity
2.6 Maintaining Brand Equity
3 Conclusion
4 Bibliography
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- Anonymous, 2020, Creating Brand Equity, Munich, GRIN Verlag, https://www.grin.com/document/1040326
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