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...
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| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
1992
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Strategic brand management new approaches to creating and evaluating brand equity