Perspectives on Brand Equity
Farris, Paul W., S...
Perspectives on Brand Equity
Farris, Paul W.; Shames, Ervin R.; Gregg, Eric A.
M-0668 | Published February 10, 2002 | 17 pages Technical Note
Collection: Darden School of Business
Product Details
This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, William Moran, and Interbrand.
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