Measuring Brand Performance: From Customer Based Brand Equity to Brand Financial Value
Strong brands enable businesses to generate sales volume and a price premium that improves revenues and margins, attract and retain the best employees and facilitate expansion into new products and markets. Companies with strong brands also lose value less quickly in a recession, and emerge with a s...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University American College Skopje
2019-12-01
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| Series: | AICEI Proceedings |
| Online Access: | http://www.aicei.uacs.edu.mk/document/aaa00c40-4310-c013-a639-4f55788e4844 |