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Is my advertising building brand equity?

Date of publication: November 1, 2000

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Rosana Couto, Leda Kayano, Tom Gallagher

Abstract:

This paper is based on experiences learned and techniques used in continuous brand and advertising tracking studies conducted over the past five years in North America and Brazil. It includes specific case study examples of how advertising campaigns have been evaluated in the context of their impact on overall Brand Equity.

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