Details

Autor(en) / Beteiligte

• Keller, Kevin Lane

Titel

Building strong brands in a modern marketing communications environment

Ist Teil von

• Journal of marketing communications, 2009-07, Vol.15 (2-3), p.139-155

Ort / Verlag

Taylor & Francis Group

Erscheinungsjahr

2009

Link zum Volltext

Quelle

Taylor & Francis Journals Auto-Holdings Collection

Beschreibungen/Notizen

• 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 relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed.