Ask Not What Your Brand Can Do For You …

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 13 in Marketing Revealed, 2008, pp 115-124 from Palgrave Macmillan

Abstract: Abstract In discussions of branding, there is rare mention of the value of a brand for customers. The term ‘brand value’ refers to the value of the brand for the seller, not the buyer. Yet, only when a brand delivers value to buyers can it deliver value to sellers.

Keywords: Private Equity; Brand Equity; Corporate Strategy; Strong Brand; Luxury Brand (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23087-3_13

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DOI: 10.1057/9780230230873_13

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