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Philip Kotler Summaries

Building Brand Equity (Philip Kotler Summary)

Marketers aim at building a consistent image of the brand across all touch point of the consumer. The touch points may or may not...

Research Reports

GDPI Resources

Management Models

Kapferer Brand Identity Prism

Kapferer Brand Identity Prism – Concept & Examples

In order to become a brand with loyal following or how Kapferer says 'passion brand' or 'love marks', brands should not be just a...