Advertisement

Brands

Chapter
  • 126 Downloads
Part of the Forschungsgruppe Konsum und Verhalten book series (FGKV)

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.

Keywords

Private Label Resale Price Maintenance Brand Manager Strategic Asset Branding Activity 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden 2004

Authors and Affiliations

There are no affiliations available

Personalised recommendations