Commentary: Unlocking the Brand Asset Vault
338
Abstract
Discusses, with many illustrative examples, the concept of brand worth, the definition of a brand and strategic branding options. Presents three case studies.
Keywords
Citation
Selame, E. (1993), "Commentary: Unlocking the Brand Asset Vault", Journal of Product & Brand Management, Vol. 2 No. 1, pp. 20-28. https://doi.org/10.1108/10610429310027428
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited