Intangible value

Zid, Linda Abu-Shalback
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p4
This article references a study by Vithala R. Rao, et al in the Marketing Science Institute Report. The authors examined three types of branding strategies: corporate branding, in which the corporate name is dominant in product names, house of brands, in which individual brand names are used to market products, and mixed branding, in which a firm uses both corporate and house of brands strategies. Overall, the study offered a more specific understanding of the different effects of branding strategies on intangible firm value.


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