TITLE

Intangible connections

AUTHOR(S)
Macrae, Chris
PUB. DATE
June 2002
SOURCE
Brand Strategy;Jun2002, Issue 160, p31
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the importance of understanding the relationship between brand and the company's intangible assets in transforming the organization into a brand leader. Issues concerning the measurement of intangibles; Discussion on personal branding; Value of corporate leadership.
ACCESSION #
7105921

 

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