The concept of brand equity first emerged in the marketing literature of the late 1980s. The use of a financial term for what was actually a customer-based construct was a highly effective technique for communicating the idea that brands are longlived business assets that can have significant financial value.
I often ask my clients whether having a strong brand or a strong operating model is more important in terms of the value of their business.Read More
Most business disciplines vie for more attention from senior management. Their claims are based on competing views about the management orientation most likely to deliver business success (for example, a financial orientation versus a production orientation).
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