This note (which is based on an earlier technical note, "Perspectives on Brand Equity," UVA-M-0668) provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, William Moran, and Interbrand.

【書誌情報】

ページ数：27ページ

サイズ：A4

商品番号：HBSP-UV6938

発行日：2015/2/24

登録日：2016/1/12