brand recognition

The Impact of Customer Capital on Firm Valuation: Brand Recognition vs. Key Employees
DOU, Winston Wei | 吉岩 | REIBSTEIN, David | WU, Wei

Key talents, such as executives and innovators, play a crucial role in driving a firm’s success and shap ...

蘋果應與賓士或韓國現代合作?品牌聯盟的意義
VAN DER LANS, Ralf | Van den BERGH, Bram | DIELEMAN, Evelien

品牌聯盟指兩個或更多的品牌聯手搞行銷,這種聯合行銷活動理論上應對所有參與者有益。但是使品牌聯盟達到最佳“契合度”的理論卻很薄弱,而收集資料並確定最佳衡量尺度很困難,使問題更複雜化。原因是品牌在戰略 ...