How to maximise your brand equity

November 2014
Marketer (1743-5528);Nov/Dec2014, Issue 97, p37
The article focuses on maximising brand equity. It discusses creating distinctive assets of brands like Cadbury's purple and McDonalds arches, adapting the brand to the marketplace and differentiating this from those of competitors, and continuing to analyse consumer behavior and sales to enhance brand equity. It discusses companies that have successfully leveraged brand equity like Apple, Google and Kellog, as well as brands that have disappeared like Kodak.


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