TITLE

Mapping relationships

AUTHOR(S)
Macrae, Chris
PUB. DATE
August 2002
SOURCE
Brand Strategy;Aug2002, Issue 162, p31
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Suggests a valuation exercise that could be used to measure the true value of brands and decipher whether a brand's intangible assets are compatible with the needs of its stakeholders. Connection of intangibles; Involvement of stakeholders in brand management; Creation of a valuation map.
ACCESSION #
7271398

 

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