haku: @author Parkinson, S. / yhteensä: 15
viite: 7 / 15
| Tekijä: | Parkinson, S. Sheerman, J. |
| Otsikko: | Managing brands successfully (Markenmanagement) |
| Lehti: | Manager Update
1995 : AUTUMN, VOL. 7:1, p. 11-20 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | This article reviews 3 recent articles which explore the changing role of brand management. The first focuses on the measurement of brand equity and suggests non-financial measures which should be taken into account in establishing the brands overall value. The second gives a practical view of the challenges to brands in the context of competitive strategy, reviews the role brands play and addresses the market factors which affect the traditional role of the brand. The final article suggests how to transform the traditional approach of brand management from a functional activity into a core business process. |
SCIMA