Building brand equity
Subtitle: the lead role of research in managing the power of brands: Transcript proceedings
By: ARF Brand Equity Workshop, The New York Hilton, February 15-16, 1994.
Contributors: Advertising Research Foundation.
Series: ARF key issues workshop
Publisher: Advertising Research Foundation
Published: 1994
Place of publication: New York, NY
Language: eng
Number of pages: 280
Subjects: Brand name products -- Marketing -- Research -- United States -- Congresses.; Advertising -- Brand name products -- Research -- United States -- Congresses.; Marketing research -- United States -- Congresses.; Advertising -- Research -- United States -- Congresses.
Genres: Congresses.
Other titles: Transcript proceedings
Notes: Speakers and panels in seven critical areas: Getting it started in companies, Strategies advertising agencies use, The how-to of brand $ valuations, Leveraging segmentation; the role of loyalty and price, Creating the methods and tracking the measures, Advertiser case histories, The role of copy research in brand equity.