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Research papers

A brand with boundless energy

This paper provides a case study illustrating how brand equity research contributes to AT&T's global Brand Asset Management Group's charter of promoting, protecting and profiting from the AT&T brand around the globe. The authors share Insights from...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Michael Malinoski, Randy Zeese
September 22, 2002
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Citation

Malinoski and Zeese (2002a, September 22). A brand with boundless energy . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/a-brand-with-boundless-energy-