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11.1 CHAPTER 11: DESIGNING AND IMPLEMENTING BRANDING STRATEGIES Kevin Lane Keller Tuck School of Business Dartmouth College 11.2 Branding strategy ? Branding strategy is critical because it is the means by which the firm can help consumers understand its products and services and organize them in their minds. ? Two important strategic tools: The brand-product matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products. 11.3 Branding Strategy or Brand Architecture ? The branding strategy for a f