Kapferer (2008) States That “In Terms Of Brand Management, Identity Precedes Image
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16-Sep-23
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Kapferer (2008) states that “in terms of brand management, identity precedes image”.
Explain what Kapferer means by this statement.
Discuss how contemporary brand managers attempt to build compelling, differentiated brand images using multiple stakeholder touchpoints. Illustrate with specific examples of brands throughout.
