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Lectures "Marketing management - Chapter 9: Creating brand equity" provides students with the knowledge: What is brand equity, building brand equity, measuring brand equity, managing brand equity, devising a branding strategy, customer equity. Invite you to refer to the disclosures. | CHAPTER 9 CREATING BRAND EQUITY Nguyen Tien Dung MBA Email dung.nguyentien3@hust.edu.vn Chapter Questions 1. What is a brand and how does branding work 2. What is brand equity 3. How is brand equity built measured and managed 4. What are the important brand architecture decisions in developing a branding strategy Nguyễn Tiến Dũng 2 Main Contents 1. What Is Brand Equity 2. Building Brand Equity 3. Measuring Brand Equity 4. Managing Brand Equity 5. Devising a Branding Strategy 6. Customer Equity Nguyễn Tiến Dũng
