Abstract
The interest in evaluating brands has received considerable interest in the marketing and management literature in recent years. However, the idea of brands as valuable company assets was not always as generally accepted. Instead, branding and related issues were seen from an advertising perspective and judged by their ability to “convert prospects” or “make sales” (Feldwick, 1993, p. 93).
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© 2004 Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden
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Walser, M.G. (2004). Brand evaluation. In: Brand Strength. Forschungsgruppe Konsum und Verhalten. Deutscher Universitätsverlag. https://doi.org/10.1007/978-3-322-81629-0_3
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DOI: https://doi.org/10.1007/978-3-322-81629-0_3
Publisher Name: Deutscher Universitätsverlag
Print ISBN: 978-3-8244-7959-7
Online ISBN: 978-3-322-81629-0
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