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Brands and Brand Equity: Definition and
Management
期刊名称： Management Decision
越国以鄙远作者： Wood,Lisa
年份： 2000年
引擎室期号： 第9期
银行经理
香菇炒芹菜关键词： Brand equity;Brand loyalty;Brand valuation;Brands;Value analysis
摘要：This article assumes that brands should be managed as valuable, long-term corporate asts. It is propod that for a true brand ast mindt to be achieved, the relationship between brand loyalty and brand value needs to be recognid within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is f
呐喊的读书笔记
霸气是什么意思acilitated by a common vocabulary. This article eks to establish the relationships between the constructs and concepts of branding, and to provide a framework and vocabulary that aids effective communication between the functions of accounting and marketing. Performance measures for brand management are also considered, and a model for the management of brand equity is provided.
内容由中国教育图书进出口有限公司引进
