How to Achieve Brand Resonance Defined in Free Webcast

MarketingNPV and the American Marketing Association announce the fifth installment in their webcast series featuring some of today’s leading business school professors on measuring marketing and improving the return on marketing investments. Professor Kevin Lane Keller from the Tuck School of Business at Dartmouth College and author of Strategic Brand Management will present "Achieving Brand Resonance: How to Create Intense, Active Loyalty Relationships with Your Customers" on February 16, 2010.

The Meeting of the Minds webcast series features marketing faculty from top business schools throughout the world sharing their experience from the boardroom and the classroom about how marketers can better demonstrate the value marketing creates for shareholders. In this installment, Professor Keller will discuss brand resonance – when a customer thinks he or she is totally “in sync” with a brand. He’ll outline the dimensions of brand resonance and provide guidelines and examples as to how marketers can design marketing programs and activities to best achieve it.

This free webcast will take place on February 16, 2010. Join the thousands of marketers around the world participating in these online events. For more information and to register for this and other webcasts in the Meeting of the Minds series, please visit: http://marketingnpv.com/content/meeting-minds-webcast-series-measuring-improving-return-marketing-investments.

MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right marketing metrics, and forecast the economic impact of changes in marketing strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources focusing on measuring marketing, and publishes MarketingNPV Journal quarterly.