Practical Brand Management

Topics:
Brand Management
Tags:
Brand,
Brand Equity,
Brand Management,
Branding,
Marketing
Source:
P5 Group

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Overview: A brand is the peculiar association that is developed among the target audience regarding a particular product or service. This association arises from the product or service attributes that differentiate that particular product or service from others. Brand equity is the competitive advantage established by the brand in the market due to the assets linked to the brand. The paper examines avenues of using brand equity investments for reaping high returns.

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Format: PDF | Size: 402KB | Date: May 2002 | Pages: 3

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