The perceptions that consumers hold about brands, referred to collectively as the brand's image, are an important part of consumer-based brand equity (Keller 1993). They are also used to identify the ...

Official sponsorships do little for strong brands with well-defined personalities, as they typically already hold dominant market and brand equity positions. Boring is not all bad. Sponsorship ...

Keller notes. “Expertise and trust are kind of core,” says the author of the influential Strategic Brand Management: Building ...