TITLE

Tips from the top

AUTHOR(S)
Withey, James
PUB. DATE
November 2014
SOURCE
Marketer (1743-5528);Nov/Dec2014, Issue 97, p38
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article centers on techniques to maximise brand value. It discusses adopting a qualitative approach to brand valuation, differentiating a brand from those of competitors and meeting people's emotional and rational needs to enhance brand equity, as well as increasing presence and showing the brand's capability to innovate its core idea into new sectors. Maximising brand value by addressing organisational and reputational problems is also discussed.
ACCESSION #
99808950

 

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