Modelos de avaliação de marca

Maria João Soares Louro

RAE - Revista de Administração de Empresas, 2000, vol. 40, issue 2

Abstract: Brands are emerging as a central dimension and a strategic asset in an organization’s strategy. In this context, evaluating a brand’s performance assumes a pivotal role for its effective management. Furthermore, the development and articulation of a common vocabulary become increasingly necessary. Considering the diversity in models and concepts, this paper develops a synthesis of dominant academic and practitioner approaches on brand evaluation.

Date: 2000
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