Business, Management and Accounting
8 years ago

Unlocking the Power of Branding for Long-Term Success and Global Expansion

Kogan Page eBooks
Strategic brand management : creating and sustaining brand equity long term/ Jean-Noël Kapferer
Jean‐Noël Kapferer

Paper Summary

The article discusses how to create and maintain brand value over time. It covers the importance of brand identity, managing brand changes, extending brands to new products, and evaluating brands financially. The main goal is to help businesses understand how to build strong brands that can succeed globally.

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