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Research papers

Driving brand management through effective brand equity measurement

This paper describes aspects of successful brand management supported through Marketing Research. Branding issues from the global strategic perspective of a leading manufacturer of adhesive products for the professional market are addressed. Case...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Werner Hoffmann-Wiebe, Stefan Binner
Company: bms marketing research + strategy
September 22, 2002