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Brand management: brand dynamic: building the most valuable asset in business

Shaik Ahmad, Fauziah and Baharun, Rohaizat (2009) Brand management: brand dynamic: building the most valuable asset in business. In: The Essentials of Marketing Principles. Penerbit UTM Press, Skudai, Johor, pp. 137-163. ISBN 978-983-52-0718-1

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Businesses all over the world are recognising the phenomenal value of brand as a driver for profitability. A strong competitive brand differentiates a company from its rivals, attracts attention, represents quality, generates confidence and gains consumers’ loyalty. As a complex mixture of both tangible and intangible attributes, brand involves every touch points between the marketer and consumers allowing the development of relationships pertinent for long term profitability and sustainability of a business. Significant literature reviews in marketing have substantiated that branding management have become a very important strategy to transform transactional marketing into relationship marketing and ordinary companies to be successful companies (Aaker, 1996; Keller, 2003; Gregory, 2004).

Item Type:Book Section
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management and Human Resource Development
ID Code:14447
Deposited By: Siti Khairiyah Nordin
Deposited On:26 Aug 2011 08:16
Last Modified:09 Aug 2017 08:41

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