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| Author: | Thomas, R. |
| Title: | The valuation of brands |
| Journal: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 80-90 |
| Index terms: | BRANDS VALUATION MARKETING |
| Language: | eng |
| Abstract: | It is increasingly important that brand managers understand exactly what tangible benefits their brand equity offers them. While brand managers have long recognised the advantages inherent in a strong brand name, it is only relatively recently that marketers have sought to quantify the benefits. The author of this article first discusses the outcome of research studies addressing this issue and goes on to illustrate how market research can play an essential role in the valuation of brands. |
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