The effects of selected marketing mix activities on brand equity
Branding has never been more important than in a competitive environment. Branding is the process of creating an association between symbol / object / emotion / perception and a product / company with the goal of driving loyalty and creating differentiation. The importance of the concept of brand eq...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2004
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| Online Access: | https://eprints.nottingham.ac.uk/24371/ |