TY - JOUR
AU - Keller, Kevin Lane
AB - Managing Brands for the Long Run: BRAND REINFORCEMENT AND REVITALIZATION STRATEGIES Kevin Lane Keller ne of the challenges in managing brands is the many changes that occur in the marketing environment. The marketing environment evolves and changes, often in very significant ways. Shifts in con- O sumer behavior, competitive strategies, government regulations, and other aspects of the marketing environment can profoundly affect the for- tunes of a brand. Besides these external forces, the firm itself may engage in a variety of activities and changes in strategic focus or direction that may necessi- tate adjustments in the way that its brands are being marketed. Consequently, effective brand management requires proactive strategies designed to at least maintain—if not actually enhance—brand equity in the face of these different forces. The customer-based brand equity framework, developed by the author, defines customer-based brand equity as the differential effect that consumer knowledge about a brand has on the customer’s response to marketing activity. Positive customer-based brand equity results when consumers respond more favorably to a product, price, or communication when the brand is identified than when it is not. According to this framework, consumer brand knowledge can be characterized in terms of brand awareness and 
TI - Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies
JF - California Management Review
DO - 10.2307/41165999
DA - 1999-04-01
UR - https://www.deepdyve.com/lp/sage/managing-brands-for-the-long-run-brand-reinforcement-and-457ewsmCUv
SP - 102
EP - 124
VL - 41
IS - 3
DP - DeepDyve
ER -