... communication Public relations Brand awareness Brand identity Brand promotion Marketing professionals the world over inevitably find themselves confronted with the agony of “How do I market this?” or “How do I persuade upper management that this is a marketable product?” “Marketing...

... perceptions about the product in question are carried over to that about the company overall. © Emerald Group Publishing Limited 2014 Brand equity (consumer) Crisis management Product-harm crisis Public relations To our knowledge, previous research has only examined brand equity on one...

.... Bernays, the “father of public relations,” and countless thousands of public relations professionals who have come after him, would agree. While nothing new or earth shattering is revealed, author Richard Laermer effectively draws on real‐life client experiences to emphasize the many pointers that he...