Abstract:
The concept of the brand is central to marketing and research and much research work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time. The author believes that we need to examine every brand from time to time to reassess its position and role so that its full potential can be profitably realized.
This could also be of interest:
Magazines
Marketing and research today (May 1992)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
May 1, 1992
Magazines
Marketing and research today (May 1997)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
May 1, 1997
Magazines
Marketing and research today (May 1996)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
May 1, 1996
