Jump to ContentJump to Main Navigation

You are looking at 1-1 of 1 items

  • Keywords: multiplier method x
Clear All Modify Search

View:

Measuring and Building Brand Equity

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0019
Subject:
Business and Management, Marketing

This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity ... More


View: