Brand Strength: Building and Testing Models Based on Experiential Information

by Martin G. Walser

Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.

324 pages, Paperback

First published January 29, 2004