ffd8ffe000104a46494600010201006400650000ffe20c584943435f50524f46494c450001010000

0c484c696e6f021000006d6e74725247422058595a2007ce00020009000600310000616373704d
5346540000000049454320735247420000000000000000000000000000f6d6000100000000d32d
48502020000000000000000000000000000000000000000000000000000000000000000000000
00000000000000000000000001163707274000001500000003364657363000001840000006c777
47074000001f000000014626b707400000204000000147258595a00000218000000146758595a0
000022c000000146258595a0000024000000014646d6e640000025400000070646d6464000002c
400000088767565640000034c0000008676696577000003d4000000246c756d69000003f800000
0146d6561730000040c0000002474656368000004300000000c725452430000043c0000080c675
452430000043c0000080c625452430000043c0000080c7465787400000000436f7079726967687
4202863292031393938204865776c6574742d5061636b61726420436f6d70616e7900006465736
30000000000000012735247422049454336313936362d322e31000000000000000000000012735
247422049454336313936362d322e3100000000000000000000000000000000000000000000000
0000000

ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f46494c4500010100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 E. B. Osborn Professor of Marketing
Tuck
School
of
Business
Dartmouth College

by Kevin Lane Keller

A Shoulders of Giants publication

info@SOGiants.com
www.SOGiants.com

ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f46494c4500010100000c484c696e6f021000006d6e74725247422058595a2007ce000200090
00600310000616373704d5346540000000049454320735247420000000000000000000000000000f6d6000100000000d32d48502020000000000000000000000000000
00000000000000000000000000000000000000000000000000000000000000000001163707274000001500000003364657363000001840000006c77747074000001f00
0000014626b707400000204000000147258595a00000218000000146758595a0000022c000000146258595a0000024000000014646d6e640000025400000070646d646
4000002c400000088767565640000034c0000008676696577000003d4000000246c756d69000003f8000000146d6561730000040c00000024746563680000043000000
00c725452430000043c0000080c675452430000043c0000080c625452430000043c0000080c7465787400000000436f7079726967687420286329203139393820486577
6c6574742d5061636b61726420436f6d70616e790000646573630000000000000012735247422049454336313936362d322e3100000000000000000000001273524742
2049454336313936362d322e31000000000000000000000000000000000000000000000000000000

Great brands are no accidents. They are a result of thoughtful and imaginative
planning. Anyone building or managing a brand must carefully develop and
implement creative brand strategies. To aid in that planning, three tools or
models are helpful. Like the famous Russian nesting matrioshka dolls, the
three models are inter-connected and become larger and increasing in scope:
The first model is a component into the second model; the second model, in
turn, is a component into the third model. Combined, the three models
provide crucial micro and macro perspectives to successful brand building.
Specifically, the three models are as follows, to be described in more detail
1.
Brand positioning model describes how to establish competitive
below:
advantages in the minds of customers in the marketplace;
2. Brand resonance model describes how to create intense, activity loyalty
relationships with customers; and
3. Brand value chain model describes how to trace the value creation
process to better understand the financial impact of marketing
expenditures and investments.

ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f46494c4500010100000c484c696e6f021000006d6e74725247422058595a2007ce00020009000600310000616373704d53
46540000000049454320735247420000000000000000000000000000f6d6000100000000d32d48502020000000000000000000000000000000000000000000000000000000000000000000000000
00000000000000000000001163707274000001500000003364657363000001840000006c77747074000001f000000014626b707400000204000000147258595a00000218000000146758595a0000
022c000000146258595a0000024000000014646d6e640000025400000070646d6464000002c400000088767565640000034c0000008676696577000003d4000000246c756d69000003f8000000146
d6561730000040c0000002474656368000004300000000c725452430000043c0000080c675452430000043c0000080c625452430000043c0000080c7465787400000000436f707972696768742028
63292031393938204865776c6574742d5061636b61726420436f6d70616e790000646573630000000000000012735247422049454336313936362d322e3100000000000000000000001273524742
2049454336313936362d322e31000000000000000000000000000000000000000000000000000000

Positioning is the act of designing the companys offering and image to

occupy a distinctive place in the minds of the target market.
There are four key components to a superior competitive positioning: 1) a
competitive frame of reference in terms of the target market and nature of
competition; 2) the points-of-difference in terms of strong, favorable, and
unique brand associations; 3) the points-of-parity in terms of brand
associations that negate any existing or potential points-of-difference by
competitors; and 4) a brand mantra that summarizes the essence of the brand
and key points-of-difference in 3-5 words.

Competitive Frame of Reference

The competitive frame of reference defines which other brands a brand
competes with and therefore which brands should be the focus of
analysis and study.
Points-of-difference
(PODs)
are attributes
or benefits
consumers
Collectively, these three
models
help marketers
devise
branding strongly
associate
brand,
and
believe they
could
not find to
strategies with
and a
tactics
topositively
maximizeevaluate,
profits and
long-term
brand
equity
1
the
with a competitive
brand.
Examples in the automobile
and same
track extent
their progress
along the way.

market are Volvo (safety), Toyota (quality and dependability), and MercedesBenz (quality and prestige).
There are three key criteria that determine whether or not a brand
association can truly function as a point-of-difference:
1. Desirable to
consumer
2. Deliverable by the

1 This paper is based on a series of research articles written by the author and others, as summarized in
company
Keller, Kevin Lane (2008), Strategic Brand Management, 3rd edition, Upper Saddle River, NJ: Prentice-Hall.

3. Differentiating from
competitors
< CONTENTS PAGE

< CONTENTS PAGE

ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f46494c4500010100000c484c696e6f021000006d6e74725247422058595a2007ce00020009000600310000616373704d53
46540000000049454320735247420000000000000000000000000000f6d6000100000000d32d48502020000000000000000000000000000000000000000000000000000000000000000000000000
00000000000000000000001163707274000001500000003364657363000001840000006c77747074000001f000000014626b707400000204000000147258595a00000218000000146758595a0000
022c000000146258595a0000024000000014646d6e640000025400000070646d6464000002c400000088767565640000034c0000008676696577000003d4000000246c756d69000003f8000000146
d6561730000040c0000002474656368000004300000000c725452430000043c0000080c675452430000043c0000080c625452430000043c0000080c7465787400000000436f707972696768742028
63292031393938204865776c6574742d5061636b61726420436f6d70616e790000646573630000000000000012735247422049454336313936362d322e3100000000000000000000001273524742
2049454336313936362d322e31000000000000000000000000000000000000000000000000000000

Building a strong brand can be thought of in terms of a sequence of steps, in

which each step is contingent on successfully achieving the previous step.
1. Who are you? (brand
identity)
2. What are you? (brand
meaning)
3. What about you? What do I think or feel about you? (brand
responses)
4. What about you and me? What kind of association and how much of a
connection would I like to have with you? (brand relationships)

BRAND PLANNING: eARTICLE KEVIN LANE KELLER

10

BRAND RESONANCE PYRAMID

ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f464
94c4500010100000c484c696e6f021000006d6e74725247422058595a2007ce
00020009000600310000616373704d53465400000000494543207352474200
ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f4
00000000000000000000000000f6d6000100000000d32d48502020000000000
6494c4500010100000c484c696e6f021000006d6e74725247422058595a20
00000000000000000000000000000000000000000000000000000000000000
07ce00020009000600310000616373704d53465400000000494543207352
00000000000000000000000116370727400000150000000336465736300000
47420000000000000000000000000000f6d6000100000000d32d48502020
1840000006c77747074000001f000000014626b707400000204000000147258
000000000000000000000000000000000000000000000000000000000000
595a00000218000000146758595a0000022c000000146258595a0000024000
000000000000000000000000000000000011637072740000015000000033
000014646d6e640000025400000070646d6464000002c40000008876756564
64657363000001840000006c77747074000001f000000014626b70740000
0000034c0000008676696577000003d4000000246c756d69000003f80000001
0204000000147258595a00000218000000146758595a0000022c00000014
46d6561730000040c0000002474656368000004300000000c7254524300000
6258595a0000024000000014646d6e640000025400000070646d64640000
43c0000080c675452430000043c0000080c625452430000043c0000080c7465
787400000000436f70797269676874202863292031393938204865776c65747
02c400000088767565640000034c0000008676696577000003d400000024
42d5061636b61726420436f6d70616e79000064657363000000000000001273
6c756d69000003f8000000146d6561730000040c000000247465636800000
5247422049454336313936362d322e31000000000000000000000012735247
4300000000c725452430000043c0000080c675452430000043c0000080c62
422049454336313936362d322e310000000000000000000000000000000000
5452430000043c0000080c7465787400000000436f7079726967687420286
00000000000000000000
3292031393938204865776c6574742d5061636b61726420436f6d70616e7
90000646573630000000000000012735247422049454336313936362d322
e31000000000000000000000012735247422049454336313936362d322e3
1000000000000000000000000000000000000000000000000000000

figure 1

Brand salience relates to aspects of the awareness of the brand, for

example, how often and easily the brand is evoked under various situations
or circumstances.
Brand meaning is made up of two major categories of brand associations that

Brand
Buildingminds
Blocks
exist
in customers
related to performance and imagery, with a set of
specific subcategories within each. These brand associations can be formed
directly
(from
customers
experiences
and contact
with
the brand) or
Performing
thea four
steps toown
create
the right brand
identity,
brand

indirectly
the depiction
of therelationship
brand in advertising
or by some
meaning, (through
brand responses,
and brand
is a complicated
and other
source
information,
such as
word
of mouth).
difficultof
process.
To provide
some
structure,
it isThese
usefulassociations
to think of serve as
the
basis for establishing
the positioning
the brand
andblocks
its points-of-parity
and pointssequentially
six of
brand
building
with customers.
To
of-difference.
connote the
Creating
strong,
sequencing
favorable,
involved,
and unique
theseassociations
brand building
andblocks
the desired
can bepoints-ofassembled
parity
and points-ofdifference
in terms of a brandcan
pyramid.
be difficult
>
for marketers, but essential in
terms of building brand resonance. Strong brands typically have firmly
established favorable and unique brand associations with consumers.
Brand responses refers to how customers respond to the brand and all its
marketing activity and other sources of informationthat is, what
customers think or feel about the brand. Brand
< CONTENTS PAGE

< CONTENTS PAGE

ffd8ffe000104a4
ffd8ffe000104a46
ffd8ffe000104
ffd8ffe000104a46
ffd8ffe00
ffd8ffe000104a4
ffd8ffe000104a46
ffd8ffe00
ffd8ffe000104a46
ffd8ffe000104a464
ffd8ffe00
ffd8ffe000104a4
649460001020100
a46494600010
49460001020100c8
49460001020100c
0104a464
64946000102010
49460001020100c
0104a464
49460001020100c
9460001020100c80
0104a464
64946000102010
c800c80000ffe20c
20100c800c80
00c80000ffe20c584
800c80000ffe20c5
94600010
0c800c80000ffe2
800c80000ffe20c5
94600010
800c80000ffe20c5
0c80000ffe20c5849
94600010
0c800c80000ffe2
584943435f50524
000ffe20c5849
943435f50524f464
84943435f50524f4
20100c80
0c584943435f505
84943435f50524f4
20100c80
84943435f50524f4
43435f50524f46494
20100c80
0c584943435f505
f46494c45000101
43435f50524f4
94c4500010100000
6494c4500010100
0c80000ff
24f46494c450001
6494c4500010100
0c80000ff
6494c4500010100
c4500010100000c4
0c80000ff
24f46494c450001
00000c484c696e6
6494c4500010
c484c696e6f02100
000c484c696e6f02
e20c5849
0100000c484c69
000c484c696e6f02
e20c5849
000c484c696e6f0
84c696e6f0210000
e20c5849
0100000c484c69
f021000006d6e74
100000c484c6
0006d6e747252474
1000006d6e74725
43435f505
6e6f021000006d
1000006d6e74725
43435f505
21000006d6e7472
06d6e74725247422
43435f505
6e6f021000006d
725247422058595
96e6f0210000
22058595a2007ce0
247422058595a20
24f46494c
6e747252474220
247422058595a20
24f46494c
5247422058595a2
058595a2007ce000
24f46494c
6e747252474220
a2007ce00020009
06d6e7472524
002000900060031
07ce00020009000
45000101
58595a2007ce00
07ce00020009000
45000101
007ce0002000900
2000900060031000
45000101
58595a2007ce00
000600310000616
7422058595a2
0000616373704d5
600310000616373
00000c48
02000900060031
600310000616373
00000c48
060031000061637
0616373704d53465
00000c48
02000900060031
373704d53465400
007ce0002000
346540000000049
704d53465400000
4c696e6f0
0000616373704d
704d53465400000
4c696e6f0
3704d5346540000
4000000004945432
4c696e6f0
0000616373704d
000000494543207
900060031000
454320735247420
000494543207352
21000006
53465400000000
000494543207352
21000006
000049454320735
0735247420000000
21000006
53465400000000
352474200000000
ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f46494c4500010100000c484c696e6f021000006d6e74725247422058595a2007ce00020009000600310000616373704d53
0616373704d5
000000000000000
474200000000000
d6e74725
49454320735247
474200000000000
d6e74725
247420000000000
0000000000000000
d6e74725
49454320735247
46540000000049454320735247420000000000000000000000000000f6d6000100000000d32d48502020000000000000000000000000000000000000000000000000000000000000000000000000
000000000000000
00000000000000000000001163707274000001500000003364657363000001840000006c77747074000001f000000014626b707400000204000000147258595a00000218000000146758595a0000
346540000000
000000000000f6d6
000000000000000
24742205
42000000000000
000000000000000
24742205
000000000000000
00000f6d60001000
24742205
42000000000000
022c000000146258595a0000024000000014646d6e640000025400000070646d6464000002c400000088767565640000034c0000008676696577000003d4000000246c756d69000003f8000000146
00000f6d6000100
d6561730000040c0000002474656368000004300000000c725452430000043c0000080c675452430000043c0000080c625452430000043c0000080c7465787400000000436f707972696768742028
049454320735
000100000000d32
00f6d6000100000
8595a200
00000000000000
00f6d6000100000
8595a200
000f6d600010000
00000d32d4850202
8595a200
00000000000000
63292031393938204865776c6574742d5061636b61726420436f6d70616e790000646573630000000000000012735247422049454336313936362d322e3100000000000000000000001273524742
000000d32d48502
2049454336313936362d322e31000000000000000000000000000000000000000000000000000000
247420000000
d48502020000000
000d32d48502020
7ce00020
00f6d600010000
000d32d48502020
7ce00020
0000d32d4850202
0000000000000000
7ce00020
00f6d600010000
020000000000000
000000000000
000000000000000
000000000000000
00900060
0000d32d485020
000000000000000
00900060
000000000000000
0000000000000000
00900060
0000d32d485020
000000000000000
000000000f6d
000000000000000
000000000000000
03100006
20000000000000
000000000000000
03100006
000000000000000
0000000000000000
03100006
20000000000000
000000000000000
600010000000
000000000000000
000000000000000
16373704
00000000000000
000000000000000
16373704
000000000000000
0000000000000000
16373704
00000000000000
000000000000000
0d32d4850202
000000000000000
000000000000000
d5346540
00000000000000
000000000000000
d5346540
000000000000000
0000000000000000
d5346540
00000000000000
000000000000000
000000000000
000000000000000
000000000000000
00000004
00000000000000
000000000000000
00000004
000000000000000
0000000000000001
00000004
00000000000000
000000000000000
000000000000
000000000000011
000000000000000
94543207
00000000000000
000000000000000
94543207
000000000000000
1637072740000015
94543207
00000000000000
000000011637072
740000015000000
000000000000
637072740000015
000011637072740
35247420
00000000000000
000011637072740
35247420
000001163707274
0000000336465736
35247420
00000000000000
BRAND VALUE CHAIN
033646573630000
000000000000
000000033646573
000015000000033
00000000
00000000000011
000015000000033
00000000
000001500000003
3000001840000006
00000000
00000000000011
01840000006c777
000000000000
630000018400000
646573630000018
00000000
63707274000001
646573630000018
00000000
364657363000001
c77747074000001f
00000000
63707274000001
47074000001f000
000000000000
06c7774707400000
40000006c777470
00000000
50000000336465
40000006c777470
00000000
840000006c77747
000000014626b707
00000000
50000000336465
000014626b70740
000000000000
1f000000014626b7
74000001f000000
000f6d600
73630000018400
74000001f000000
000f6d600
074000001f00000
4000002040000001
000f6d600
73630000018400
000020400000014
000000000001
074000002040000
014626b70740000
01000000
00006c77747074
014626b70740000
01000000
0014626b7074000
47258595a0000021
01000000
00006c77747074
7258595a0000021
163707274000
00147258595a0000
020400000014725
00d32d48
000001f0000000
020400000014725
00d32d48
002040000001472
8000000146758595
00d32d48
000001f0000000
800000014675859
001500000003
021800000014675
8595a0000021800
50202000
14626b70740000
8595a0000021800
50202000
58595a000002180
a0000022c0000001
50202000
14626b70740000
5a0000022c00000
364657363000
8595a0000022c000
0000146758595a0
00000000
02040000001472
0000146758595a0
00000000
00000146758595a
46258595a0000024
00000000
02040000001472
0146258595a0000
001840000006
000146258595a000
000022c00000014
00000000
58595a00000218
000022c00000014
00000000
0000022c0000001
000000014646d6e6
00000000
58595a00000218
024000000014646
c77747074000
002400000001464
6258595a0000024
00000000
00000014675859
6258595a0000024
00000000
46258595a000002
4000002540000007
00000000
00000014675859
d6e640000025400
001f00000001
6d6e640000025400
000000014646d6e
00000000
5a0000022c0000
000000014646d6e
00000000
4000000014646d6
0646d6464000002c
00000000
5a0000022c0000
000070646d64640
4626b7074000
000070646d64640
640000025400000
00000000
00146258595a00
640000025400000
00000000
e64000002540000
4000000887675656
00000000
00146258595a00
00002c400000088
002040000001
00002c4000000887
070646d64640000
00000000
00024000000014
070646d64640000
00000000
0070646d6464000
40000034c0000008
00000000
00024000000014
767565640000034
47258595a000
67565640000034c0
02c400000088767
00000000
646d6e64000002
02c400000088767
00000000
002c40000008876
676696577000003d
00000000
646d6e64000002
c00000086766965
002180000001
000008676696577
565640000034c00
00000000
5400000070646d
565640000034c00
00000000
7565640000034c0
4000000246c756d6
00000000
5400000070646d
77000003d400000
46758595a000
000003d40000002
000086766965770
00000000
6464000002c400
000086766965770
00000000
000008676696577
9000003f80000001
00000000
6464000002c400
0246c756d690000
0022c0000001
46c756d69000003f
00003d400000024
00000000
00008876756564
00003d400000024
00000000
000003d40000002
46d6561730000040
00000000
00008876756564
03f8000000146d6
46258595a000
8000000146d6561
6c756d69000003f
00000000
0000034c000000
6c756d69000003f
00000000
46c756d69000003
c000000247465636
00000000
0000034c000000
561730000040c00
002400000001
730000040c000000
8000000146d6561
00001163
86766965770000
8000000146d6561
00001163
f8000000146d656
8000004300000000
00001163
86766965770000
000024746563680
4646d6e64000
247465636800000
730000040c00000
70727400
03d4000000246c
730000040c00000
70727400
1730000040c0000
c725452430000043
70727400
03d4000000246c
00004300000000c
002540000007
4300000000c72545
024746563680000
00015000
756d69000003f8
024746563680000
00015000
002474656368000
c0000080c6754524
00015000
756d69000003f8
725452430000043
c0000080c675452
0646d6464000
2430000043c00000
04300000000c725
00003364
000000146d6561
04300000000c725
00003364
004300000000c72
30000043c0000080
00003364
000000146d6561
430000043c00000
002c40000008
80c6754524300000
452430000043c00
65736300
730000040c0000
452430000043c00
65736300
5452430000043c0
c625452430000043
65736300
730000040c0000
80c625452430000
figure 2
876756564000
43c0000080c62545
00080c675452430
00018400
00247465636800
00080c675452430
00018400
000080c67545243
c0000080c7465787
00018400
00247465636800
043c0000080c746
0034c0000008
2430000043c00000
000043c0000080c
00006c77
0004300000000c
000043c0000080c
00006c77
0000043c0000080
400000000436f707
00006c77
0004300000000c
578740000000043
676696577000
80c7465787400000
625452430000043
74707400
72545243000004
625452430000043
74707400
c62545243000004
9726967687420286
74707400
72545243000004
6f7079726967687
003d40000002
000436f707972696
c0000080c746578
0001f0000
3c0000080c6754
c0000080c746578
0001f0000
3c0000080c74657
3292031393938204
0001f0000
3c0000080c6754
The
brand value
chain7400000000436f7
is a 00014626
structured
approach
to assessing
the
sources and
420286329203139
46c756d69000
768742028632920
52430000043c00
7400000000436f7
00014626
87400000000436f
865776c6574742d5
00014626
52430000043c00
3938204865776c6
outcomes
003f80000001
313939382048657
of brand
equity
079726967687420
b7074000
and
00080c62545243
the manner
079726967687420
b7074000
by
707972696768742
which
061636b617264204
marketing
b7074000
00080c62545243
activities
574742d5061636b
46d656173000
76c6574742d50616
286329203139393
00204000
0000043c000008
286329203139393
00204000
028632920313939
36f6d70616e79000
00204000
0000043c000008
create brand value.
61726420436f6d7
0040c0000002
36b61726420436f6
8204865776c6574
00014725
0c746578740000
8204865776c6574
00014725
38204865776c657
0646573630000000
00014725
0c746578740000
0616e7900006465
The brand value
chain has several basic premises. Fundamentally, it
474656368000
d70616e790000646
742d5061636b617
8595a000
0000436f707972
742d5061636b617
8595a000
4742d5061636b61
0000000127352474
8595a000
0000436f707972
736300000000000
assumes
that
the
value
of
a
brand
ultimately
resides
with
customers.
004300000000
573630000000000
26420436f6d7061
00218000
69676874202863
26420436f6d7061
00218000
726420436f6d706
2204945433631393
00218000
69676874202863
000127352474220
c72545243000
000012735247422
6e7900006465736
00014675
29203139393820
6e7900006465736
00014675
16e790000646573
6362d322e3100000
00014675
Based
on this insight, the model next assumes that 29203139393820
494543363139363
0043c0000080
049454336313936
300000000000000
8595a000
4865776c657474
300000000000000
8595a000
630000000000000
0000000000000000
8595a000
4865776c657474
62d322e31000000
c67545243000
362d322e31000000
127352474220494
0022c000
2d5061636b6172
127352474220494
0022c000
012735247422049
0127352474220494
0022c000
2d5061636b6172
000000000000000
0043c0000080
000000000000000
54336313936362d
00014625
6420436f6d7061
54336313936362d
00014625
454336313936362
54336313936362d3
00014625
6420436f6d7061
012735247422049

< CONTENTS PAGE

ffd8ffe000104a4649460001020100c800c80000ffe20c584943435f50524f46494c4500010100000c484c696e6f021000006d6e74725247422058595a2007ce00020009000600310000616373704d53
46540000000049454320735247420000000000000000000000000000f6d6000100000000d32d48502020000000000000000000000000000000000000000000000000000000000000000000000000
00000000000000000000001163707274000001500000003364657363000001840000006c77747074000001f000000014626b707400000204000000147258595a00000218000000146758595a0000
022c000000146258595a0000024000000014646d6e640000025400000070646d6464000002c400000088767565640000034c0000008676696577000003d4000000246c756d69000003f8000000146
d6561730000040c0000002474656368000004300000000c725452430000043c0000080c675452430000043c0000080c625452430000043c0000080c7465787400000000436f707972696768742028
63292031393938204865776c6574742d5061636b61726420436f6d70616e790000646573630000000000000012735247422049454336313936362d322e3100000000000000000000001273524742
2049454336313936362d322e31000000000000000000000000000000000000000000000000000000

Brand planning is essential to successfully managing a brand. Three

helpful brand planning models (and their key concepts and particular
areas of emphasis) are:
1. Brand Positioning model (Category frames of reference; points-ofparity and points-ofdifference; and brand mantra)
2. Brand Resonance model (Six building blocks: Salience, Performance,
Imagery, Judgments, Feelings, and Resonance)
3. Brand Value Chain model (Value stages and
multipliers)
A more detailed explanation of these 3 models together with the
illustrative case studies and advice on how to apply them are outlined in
Professor Kevin Lane Kellers video and eBook available from
SOGiants.com

more smart thinking

This is only a summary eArticle of Brand Planning. Youll find much more in
the eBook and video with plenty of valuable information to give you a new
and in-depth insight into key business subjects. Quickly gain expert
business knowledge you can use right away.
Why not buy the full title with your SOGiants.com free
credits.
Dont have credits yet? Learn how to get full titles for
free.
View all Shoulders of Giants titles at www.sogiants.com