Managing Brand Value Strengthens Business Health
- Topics:
- Brand Management
- Source:
- American Marketing Association
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Overview: From the executive summary: ‘A brand is a set of expectations and associations evoked from experience with a company or product. It is all about how customers think and feel about what the business or product actually delivers, from beginning to end. The customers are likely to have a positive perception about a brand if they encounter positive experience with regard to the brand.’ The paper elucidates that managing a brand value strengthens business productivity.
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Format: PDF | Size: 366KB | Date: Nov 2003 | Pages: 2
