Kevin Lane Keller 'Brand Planning'

In an increasingly competitive world, brand building needs creativity, imagination and well planned marketing programmes - deployed within a strategic framework that focuses all effort to maximum effect.
Kevin Lane Keller (One of the worlds most respected marketing authorities) sets out his 3 interlinked models for strategic brand planning to:
1. Establish a unique brand positioning
2. Create intense and actively loyal relationships with your customers
3. Better understand the financial impact of marketing expenditure and investment

[@danielheid1491]

Points of Parity -> ganz ganz wichtig

[@harunk.7871]

Thank you Prof. Keller. Great video!!

[@Tecolotito]

now i read his book Strategic Brand Management, and doing a task about Nike case for my master in the ITESM

[@utkarshsrivastava1971]

I need you to explain brand personality in detail

[@katmichel]

I like it!

[@ArnoldCT05]

Now I understand after getting from the horse's mouth

[@puzonsarkerpuzon4775]

brand mantra is not clear to me.

[@saadsiddiqui6994]

Voice of ur heart and soul is mantra.