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Withey, James
November 2014
Marketer (1743-5528);Nov/Dec2014, Issue 97, p38
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.


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