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Understanding the Brand Value Chain by Neetu Gs is a document available to read on EtoBox.

What is Understanding the Brand Value Chain about?

The document discusses brand value chain (BVC), a framework for assessing sources and outcomes of brand equity. BVC recognizes that various individuals within an organization can impact brand equity through marketing investments and decisions. It views brand value as residing with customers, and traces how marketing programs shape customer mindsets, which then drive market performance and shareholder value. The BVC approach involves quantitatively tracking brand awareness, image, relationships and responses

Author

Neetu Gs

Language

EN