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Keywords: Return on investment
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Journal Articles
Maximising sponsorship opportunities: a brand model approach
Available to Purchase
Journal of Product & Brand Management (2011) 20 (2): 121–129.
Published: 19 April 2011
..., the combination of the sponsored and sponsor does not build on any mutual benefit. No extra value is being built through innovative actions or tools. © Emerald Group Publishing Limited 2011 Sponsorship Return on investment Brands Sports An executive summary for managers and executive readers...
Journal Articles
Commentary: Securing the Future of Your Brand
Available to Purchase
Journal of Product & Brand Management (1994) 3 (2): 42–49.
Published: 01 June 1994
... share Return on investment Sales forecasting Strategy “The Brand is Dead.” “Brand Burnout.” “The Fall of the Brand.” These are all titles of recently written articles about the demise of the brand. What has happened to the brand? Why is senior management holding a gun to top marketing executives...
