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Publications
Publications
  • November 2008 (Revised July 2022)
  • Module Note

Understanding Brands

By: Anat Keinan and Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:8
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Abstract

For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.

Keywords

Brand Equity; Brand Management; Brands and Branding; Management; Marketing Strategy; Value

Citation

Keinan, Anat, and Jill Avery. "Understanding Brands." Harvard Business School Module Note 509-041, November 2008. (Revised July 2022.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • November 2008 (Revised July 2022)
    • Faculty Research

    Understanding Brands

    By: Anat Keinan and Jill Avery
Related Work
  • Understanding Brands By: Anat Keinan and Jill Avery
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