Branding Consumer Goods : Insights From Theory and Practice  

Oleh:

Kohli, Chiranjeev

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 3 (1997), page 206-219.
Topik: branding; brand equity; brand image; brand names; consumer goods; tests

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Branding may be one of the most important decisions made by marketing managers. Since it is done somewhat sporadically, there are no strict guidelines provided by the companies to assist the managers in this task. Academic research also has not helped. While there is a tremendous amount of descriptive and normative research on the topic, it is somewhat fragmented in nature. Synthesizes findings from descriptive and normative studies on branding in the literature, and also from related fields. Integrates these with their own practical insight to recommend a step - by - step approach to building brand names.

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