Managing Brand Equity
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future ea...more
Hardcover, 299 pages
Published September 9th 1991 by Free Press
(first published January 1st 1991)
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