2009 | OriginalPaper | Chapter
Researching brand reputation
Author : Michael Morley
Published in: The Global Corporate Brand Book
Publisher: Palgrave Macmillan UK
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The largest and most sophisticated corporations know the value of research in all phases of their business. But many do not know the right research methods and instruments or appropriate level of spending to use to gain insights of true value for the management of the corporate brand reputation.