Managing brand equity
By: a Lauderdale production for BBC for Business ; producer, Brian Edwards
Contributors: Lauderdale Productions; BBC for Business; Films for the Humanities (Firm)
Series: Branding, the marketing advantage
Publisher: Distributed by Films for the Humanities & Sciences
Published: 2004
Place of publication: Princeton, NJ
Language: eng
Format: [videorecording] /
Number of pages: 19
Subjects: Brand name products; Marketing; Management; Case studies; Product management; Business names
Description: Discusses brand equity as a complex, multidimensional attribute which can be transformed either deliberately or accidentally. Materials includes managing the extension of the brand; how to balance company, line, and product brands; and the future of multi-positioned, multi-leveraged brand structures.
Notes: Videodisc release of the 1995 production.

DVD.