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Exercise
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Reference no. 9-501-004
Subject category: Marketing
Authors: Katherine N. Lemon; Elizabeth Bornheimer; Kevin Lane Keller
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 15 August 2000
Length: 11 pages
Data source: Generalised experience
Topics: Branding; Brands; Consumer marketing; Marketing management; Marketing mix; Marketing strategy
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Abstract

Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. In doing so, students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance.
Teaching note
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Reference no. 5-501-006
Subject category: Marketing
Authors: Katherine N. Lemon; Elizabeth Bornheimer; Kevin Lane Keller
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 15 August 2000
Length: 5 pages
Data source: Generalised experience
View full details
Exercise
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Reference no. 9-508-P01
Portuguese language
Subject category: Marketing
Authors: Katherine N. Lemon; Elizabeth Bornheimer; Kevin Lane Keller
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 15 August 2000
Length: 11 pages
Data source: Generalised experience
Topics: Branding; Brands; Consumer marketing; Marketing management; Marketing mix; Marketing strategy
View full details
Management article
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Reference no. R00104
Authors: Kevin Lane Keller
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 2007
Length: 16 pages
Topics: Brand equity; Brand management; Brands; Consumer marketing; Marketing management; Marketing mixes; Marketing strategy
View full details

About

Abstract

Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. In doing so, students will be able to isolate a brand's distinct characteristics and decide which areas are the most important for improving brand performance.

Related

Teaching note
-
Reference no. 5-501-006
Subject category: Marketing
Authors: Katherine N. Lemon; Elizabeth Bornheimer; Kevin Lane Keller
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 15 August 2000
Length: 5 pages
Data source: Generalised experience
View full details
Exercise
-
Reference no. 9-508-P01
Portuguese language
Subject category: Marketing
Authors: Katherine N. Lemon; Elizabeth Bornheimer; Kevin Lane Keller
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 15 August 2000
Length: 11 pages
Data source: Generalised experience
Topics: Branding; Brands; Consumer marketing; Marketing management; Marketing mix; Marketing strategy
View full details
Management article
-
Reference no. R00104
Authors: Kevin Lane Keller
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 2007
Length: 16 pages
Topics: Brand equity; Brand management; Brands; Consumer marketing; Marketing management; Marketing mixes; Marketing strategy
View full details