Abstract
Applying a strategic management concept, this chapter starts with an analysis of the importance of brands in today’s service and goods markets. Next the historical evolution of brands is depicted, then the issue of defining the concept “brand” is discussed, followed by an indication of brand functions and closing with objects of branding activities.
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© 2004 Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden
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Walser, M.G. (2004). Brands. In: Brand Strength. Forschungsgruppe Konsum und Verhalten. Deutscher Universitätsverlag. https://doi.org/10.1007/978-3-322-81629-0_2
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DOI: https://doi.org/10.1007/978-3-322-81629-0_2
Publisher Name: Deutscher Universitätsverlag
Print ISBN: 978-3-8244-7959-7
Online ISBN: 978-3-322-81629-0
eBook Packages: Springer Book Archive