Compare and contrast the methodologies used by Interbrand ( www.interbrand.com ) and BrandZ ( www.brandz.com ) to
Question:
Compare and contrast the methodologies used by Interbrand
( www.interbrand.com ) and BrandZ ( www.brandz.com ) to determine brand value. Explain why there is a discrepancy in the rankings from these two companies. (AACSB: Communication;
Refl ective Thinking; Analytical Reasoning)
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