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Volume 2, Issue 1
1 January 1993
Journal of Product & Brand Management Cover Image for Volume 2, Issue 1
Research Article| January 01 1993

Commentary: Unlocking the Brand Asset Vault Available to Purchase

Elinor Selame
Elinor Selame
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2054-1643
Print ISSN: 1061-0421
© MCB UP Limited
1993
Journal of Product & Brand Management (1993) 2 (1): 20–28.
https://doi.org/10.1108/10610429310027428

Discusses, with many illustrative examples, the concept of brand worth, the definition of a brand and strategic branding options. Presents three case studies.

Keywords:
Brand loyalty, Brand names, Brand valuation, Repeat buying, USA, Case studies
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© MCB UP Limited
1993
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