TITLE

The marketing advantages of strong brands

AUTHOR(S)
Hoeffler, Steve; Keller, Kevin Lane
PUB. DATE
August 2003
SOURCE
Journal of Brand Management;Aug2003, Vol. 10 Issue 6, p421
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Discusses the marketing advantages of strong brands. Presumption that building a strong brand yields many marketing advantages; Brand equity; Ways brand strength can create differential responses by consumers to various marketing activities.
ACCESSION #
10938788

 

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