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Brand evaluation

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Part of the Forschungsgruppe Konsum und Verhalten book series (FGKV)

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).

Keywords

Intangible Asset Brand Equity Price License Tangible Asset Brand Extension 
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.

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Copyright information

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

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