A hard and a soft look at building strong brands
By: prepared by Allison Johnson and Matthew Thomson
Contributors: Johnson, Allison; Thomson, Matthew
Series: Working paper series -- no. 02-105; Report (Marketing Science Institute) -- no. 02-105
Publisher: Marketing Science Institute
Published: 2002
Place of publication: Cambridge, MA
Language: eng
Number of pages: 28
Subjects: Brand name products; Product management; Brand loyalty
Notes: Includes bibliographical references