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PART 4 Building Strong Brands
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Chapter 9 Creating Brand Equity
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Chapter 10 Crafting the Brand Positioning
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Chapter 11 Competitive Dynamics
9
Chapter
In This Chapter, We Will Address With a unique concept and shrewd
the Following Questions grassroots marketing, Lululemon has
attracted a loyal customer base and built
1. What is a brand, and how does branding work? a strong brand.
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?
