An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa

Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary bra...

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Bibliographic Details
Main Authors: H. Kruger, L. C.H. Fourie
Format: Article
Published: AOSIS 2003-12-01
Series:South African Journal of Business Management
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