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Strategic brand management
new approaches to creating and evaluating brand equity
By Kapferer, Jean-Noël
- ISBN
- 978-0-02917-045-8
- Publisher
- New York : Free Press ; c1992.
REVIEWS
Library Journal
Reviewed on April 15, 1994
What's in a brand? After all, consumers know that Pledge by any other name would clean as brightly. Au contraire, argues French marketing expert Kapferer, brands have particular reputations in the minds of consumers that have been built up painstakingly over time and should be altered only with great care. Kapferer here conside...Log In or Sign Up to Read More
