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Data wydania

2004 rok - 2004 rok

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15,00 zł - 16,00 zł

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2 dni - 2 dni

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Brand Strength

Brand Strength

Autor: Martin Walser
Data wydania: 2004
Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand strength is to be measured, however, has stirred a hefty discussion in literature. With his research work presented in this book, Martin Walser has made a very interesting contribution to this discussion. Based on a description of the history of branding and the functions of brands in
15,00 zł