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Research papers

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.
September 19, 2004
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Citation

Gammill, Harlow and Love Jr. (2004a, September 19). Deconstructing brand equity. ANA - ESOMAR. Retrieved June 07, 2024, from


https://ana.esomar.org/documents/deconstructing-brand-equity