Chapter 2 – Customer-based Brand Equity and Brand Positioning
Reading 3.1 – Human motivation – how and why we seek meaning
Reading 3.2 – Three Qs about your brands
Reading 3.3 – Laddering theory
Reading 3.4 – Using laddering to understand and leverage a brand’s equity
Reading 3.5 – The elements of value
Reading 3.6 – Means-end chain approach
Reading 3.7 – Brand concepts as representations of human values
