What is brand equity, and how is it built, measured, and managed? What are the important decisions

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What is brand equity, and how is it built, measured, and managed? What are the important decisions in developing brand strategy?

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Management Accounting Information for Decision-Making and Strategy Execution

ISBN: 978-0137024971

6th Edition

Authors: Anthony A. Atkinson, Robert S. Kaplan, Ella Mae Matsumura, S. Mark Young

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Question Posted: Mar 24, 2017 12:18 PM

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What is brand equity, and how is it built, measured, and managed? What are the important decisions

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A brands power derived from the goodwill and name recognition that it has earned over time which translates into higher sales volume and higher profit margins against competing brands Brand equity ref...View the full answer

Management Accounting Information for Decision-Making and Strategy Execution

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