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What is 8 Brand Value Chain.. about?

Chapter 8 discusses the development of a brand equity measurement and management system, emphasizing the need for accountability in marketing expenditures linked to brand equity. It introduces the brand value chain as a structured approach to assess brand equity sources and outcomes, highlighting the importance of marketing program investment, customer mindset, market performance, and shareholder value. The chapter also outlines the components of a brand equity management system, including tracking studies,

Author

form58945

Language

EN