TY - JOUR
AU1 - Davis, Scott
AB - What do the most powerful corporations in the world – Sony, Disney, Coca‐Cola, for example – have in common? Their success has been driven largely by the strength of their brands. As such, these and other successful organizations tend to manage their brands as key business assets that are a crucial underpinning to the overall corporate strategy. Scott Davis explains the rationale behind Brand Asset Management2 and explains how forward‐thinking businesses that expect to dominate their markets can put this approach to use in their own organizations.
TI - Brand Asset Management2: how businesses can profit from the power of brand
JF - Journal of Consumer Marketing
DO - 10.1108/07363760210433654
DA - 2002-07-01
UR - https://www.deepdyve.com/lp/emerald-publishing/brand-asset-management2-how-businesses-can-profit-from-the-power-of-TWhksyq4YG
SP - 351
EP - 358
VL - 19
IS - 4
DP - DeepDyve
ER -