The Brand: What it is, how it Builds Value and why we Grow Fond of it

Stefania Saviolo and Antonio Marazza

Chapter 2 in Lifestyle Brands, 2013, pp 15-34 from Palgrave Macmillan

Abstract: Abstract We are certainly not the first to be talking about brands, and numerous contributions and points of view have been offered about the subject over recent years—so numerous in fact that students and managers get lost in the vast territory of definitions and interpretative models.

Keywords: Brand Equity; Brand Image; American Market Association; Brand Awareness; Emotional Benefit (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28593-5_3

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137285935

DOI: 10.1057/9781137285935_3

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().