【优质】凯勒《战略品牌管理》（第一至第七章）.pptVIP

CHAPTER 1: BRANDS BRAND MANAGEMENT Kevin Lane Keller Tuck School of Business Dartmouth College What is a brand? For the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” These different components of a brand that identify and differentiate it are brand elements. What is a brand? Many practicing managers refer to a brand as more than that— as something that has actually created a certain amount of