Abstract
This paper will consider four questions of branding:
What is a brand? What is it that brands do for us; what is the power of brands? What is the brand equity concept? What is a model for thinking about building strong brands in one's own organisation?
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References
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Aaker
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(1991 ) ‘Managing Brand Equity , New York , The Free Press .
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Keller
K. L.
(1993 ) ‘Conceptualizing, Measuring and Managing Customer-based Brand Equity’ , Journal of Marketing 57 , January, 1 –22 .