Researching Brands

Katriona Campbell
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Katriona Campbell: Interbrand

Chapter Chapter 6 in Brands, 1998, pp 56-62 from Palgrave Macmillan

Abstract: Abstract Research has a vital role to play in the life of a brand, both at the initiation phase when the brand is brought to life and in the ongoing process that is involved in successfully maintaining a strong and relevant brand.

Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-26070-6_6

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DOI: 10.1007/978-1-349-26070-6_6

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