Brands and brand equity : definition and management

  title={Brands and brand equity : definition and management},
  author={Lisa Eaton Cheryl Mosher Michelle Wood},
This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilitated by a common vocabulary. This article seeks to establish the relationships between the constructs… CONTINUE READING
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