author: alexander l biel

... brand " owns . " An associate is owned by a brand if , in mentioning the associate , the brand immediately comes to mind . Thus " photography ” is owned by the Kodak brand , and “ bleach ” is owned by the Clorox brand . Therefore , it ...

This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity.

... leverage, I can then predict what products the consumer will allow. Although we test it, I have found that if I understand the brand from the consumer's viewpoint, I can predict the leverage without asking about it. For example, take the ...