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Research papers

Managing corporate brands successfully

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and...

Catalogue: Congress 2005: Making A Difference
Authors: Oliver Hupp, Siegfried Högl
Company: GfK
September 21, 2005
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Citation

Hupp and Högl (2005a, September 21). Managing corporate brands successfully. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/managing-corporate-brands-successfully-6747


Research papers

A new generation of brand controlling

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Oliver Hupp
Company: GfK
September 14, 2003
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Citation

Hupp, O. (2003a, September 14). A new generation of brand controlling . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-generation-of-brand-controlling-