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Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 129-130 from Palgrave Macmillan

Abstract: Abstract This is a proprietary process, derived from Interbrand’s Brand Valuation and Brand Equity Insights methodologies, which allows the modeling of an optimal portfolio of branding activities within a given budget, industry, and competitive environment.

Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_25

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DOI: 10.1057/9780230626409_25

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