Brand Strength
Building and testing models based on experiential information
As brands have developed an image as an integral, beneficial part of products and services, the evaluation of brands has become the subject of substantial research. Sparked by the strong interest in measuring the financial value of brands, numerous attempts to assess the value of a brand from a marketing perspective have been made recently.Martin G. Walser generates a standardized scheme for describing and evaluating existing approaches to measure the strength of a brand. On this basis, the author contributes to the as yet limited scientific research into the formation of brand strength by breaking with the well established advertising paradi…
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Produktdetails
- ISBN: 978-3-8244-7959-7
- EAN: 9783824479597
- Produktnummer: 1129773
- Verlag: Dt. Universitätsvlg.
- Sprache: Englisch
- Erscheinungsjahr: 2004
- Seitenangabe: 309 S.
- Masse: H21.0 cm x B14.8 cm 426 g
- Auflage: Softcover reprint of the origi
- Abbildungen: Book; Tabellen, schwarz-weiss, schwarz-weiss Illustrationen
- Gewicht: 426
- Sonstiges: Research
Über den Autor
Dr. Martin G. Walser promovierte bei Prof. Dr. Hans Mühlbacher am Lehrstuhl für Marketing der Universität Innsbruck. Er ist Unternehmensberater bei der Fokus Management Consulting AG in St. Gallen.
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