This note (which relies on an earlier technical note, "Perspectives on Brand Equity," UVA-M-0668) provides a resource to assist in comprehending brand equity: its development, maintenance, measurement, and worth.
Suitable for use in introductory classes in advertising the MBA and undergraduate levels, this note presents a summary of brand outlooks including those of Millward Brown, Young & Rubicam, David Aaker, William Moran, and Interbrand.
PUBLICATION DATE: February 24, 2015 PRODUCT #: UV6938-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
