Strategic brand management new approaches to creating and evaluating brand equity

While many companies now recognize that one of their most valuable assets is their brands, real brand management is still in its infancy. Brand management begins with a consistent strategy which aims to define and manage a brand's identity and, ultimately, guarantee long-term financial gains an...

Full description

Saved in:
Bibliographic Details
Main Author: Kapferer, Jean-Noel (Author)
Format: Book
Language:English
Published: London Kogan Page 1992
Subjects:
Online Access:Click Here to View Status and Holdings.
Tags: Add Tag
No Tags, Be the first to tag this record!