LEARNING OBJECTIVES After reading this chapter, students should Know what a is brand and how branding works Know what is brand equity Know how brand equity is built, measured, and managed Know the important decisions in developing a branding strategy2 LEARNING OBJECTIVES • After reading this chapter, students should: – Know what a is brand and how branding works – Know what is brand equity – Know how brand equity is built, measured, and managed – Know the important decisions in developing a branding strategy