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Research papers

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Feldwick
September 1, 1998
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Citation

Feldwick, P. (1998a, September 01). Brand research. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/brand-research