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| Author: | Pepels, W. |
| Title: | Marketing als Markenmanagement (Marketing as brand management) |
| Journal: | Jahrbuch der Absatz- und Verbrauchsforschung
1990 : VOL. 36:4, p. 433-447 |
| Index terms: | MARKETING BRANDS |
| Language: | ger |
| Abstract: | Brand management is one of the most important means of marketing. The article reviews the characteristics of brands under the headings of brand content, brand objectives, brand types, relationship between brand and producer , the core of the brand, the value of the brand, brand life cycle, taking care of the brand. |
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