Scientific Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, language: English, abstract: A strong brand, having high brand equity generates higher revenue for the company. Brand Equity, as evidenced, results from a strong mental association that the customer links with the brand. It can be considered as the sum of customers' assessments of a brand's intangible qualities. Therefore, it cannot be a true measure of the marketing efforts of a company, though it was perceived so long to be so. Customer Equity, of...
Scientific Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, langua...