TITLE

Who Owns the Brand?

AUTHOR(S)
Schultz, Don E.
PUB. DATE
September 2002
SOURCE
Marketing Management;Sep/Oct2002, Vol. 11 Issue 5, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Discusses the innovative methods of organizing and classifying brands from the customer's point of view. Source of branding concepts; Information on people involved in the dot-com organizations; Emphasis on packaged-goods approach to branding.
ACCESSION #
7411099

 

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