Driving brand management through effective brand equity measurement

Date of publication: September 22, 2002

Abstract:

This paper describes aspects of successful brand management supported through Marketing Research. Branding issues from the global strategic perspective of a leading manufacturer of adhesive products for the professional market are addressed. Case studies are used to demonstrate the threats and challenges to brands in mature adhesive markets and how state-of-the-art-marketing research can successfully support strategic brand steering in a highly competitive environment.

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