Managing brand equity
Edición de la obra Managing brand equity
| Autor | Brian Edwards |
|---|---|
| Editorial | Distributed by Films for the Humanities & Sciences |
| Fecha de publicación | 2004 |
| Lugar | Princeton, NJ |
| Idioma | inglés |
| Páginas | 19 |
| Formato | [videorecording] / |
| OCLC | 57120570 |
| Serie | Branding, the marketing advantage |
| Número de Cutter | E26m |
Discusses brand equity as a complex, multidimensional attribute which can be transformed either deliberately or accidentally. Materials includes managing the extension of the brand; how to balance company, line, and product brands; and the future of multi-positioned, multi-leveraged brand structures.