A brand with boundless energy

Date of publication: September 22, 2002

Abstract:

This paper provides a case study illustrating how brand equity research contributes to AT&T's global Brand Asset Management Group's charter of promoting, protecting and profiting from the AT&T brand around the globe. The authors share Insights from work in modeling and measuring brand equity for communications services across multiple geographies, describing how these findings support the Brand Asset Management function within AT&T at a corporate level, but also at a country-specific market level.

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