Martin Walser Brand Strength 9783824479597

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Автор: Martin Walser
Название: Brand Strength
ISBN: 9783824479597
Издательство: Springer
Классификация:

Торговля и маркетинг

ISBN-10: 3824479591
Обложка/Формат: Paperback
Страницы: 309
Вес: 0.39 кг.
Дата издания: 29.01.2004
Серия: Forschungsgruppe Konsum und Verhalten
Язык: English
Издание: Softcover reprint of
Иллюстрации: 4 black & white illustrations, 26 black & white tables, biography
Размер: 210 x 148 x 17
Читательская аудитория: Professional & vocational
Основная тема: Business and Management
Подзаголовок: Building and Testing Models Based on Experiential Information
Ссылка на Издательство: Link
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Поставляется из: Германии
Описание: Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand strength is to be measured, however, has stirred a hefty discussion in literature. With his research work presented in this book, Martin Walser has made a very interesting contribution to this discussion. Based on a description of the history of branding and the functions of brands in modem economies he first compares the various conceptional approaches to the brand phenomenon and develops a definition that perfectly fits the purpose of his research. v Preface This doctoral dissertation is the result of an investigation into the nature, measurement and formation of brand strength. It is an attempt to consolidate a fragmented field of research and to advance our knowledge, by providing one of the few empirical studies examining models of brand strength formation. This work would not have been possible without the help of a number of people.

Brand Strength, Martin Walser