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New strategic brand management: Creating and sustaining brand equity long term /
| Autore principale: | |
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| Natura: | Printed Book |
| Lingua: | English |
| Pubblicazione: |
London :
Kogan Page,
2004.
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Sommario:
- 1. Brand equity in question 2. Strategic implications of branding 3. Brand and business building 4. New rules of brand management 5. Brand identity and positioning 6. Logic of retail brands 7. Launching the brand 8. Challenge of growth in mature m