Research World (September 2000)

Date of publication: September 1, 2000

Catalogue: Research World 2000

Author: ESOMAR B.V.

Abstract:

Before it is considered to be strong, a brand has been through quite a lot. The process from conception to full maturity may take years, and it must be developed and monitored carefully. The Internet would seem to be diametrically opposed to the concept of brand strategies. It builds brands overnight and kills them just as quickly - so much for carefully planned operations.

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