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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Ten Steps to Building an Asian Brand
verfasst von : Martin Roll
Erschienen in: Asian Brand Strategy (Revised and Updated)
Verlag: Palgrave Macmillan UK
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The practice of brand management has gone through substantial changes over the past few decades, and has evolved into a more integrated and visible part of overall corporate strategy. The evolution of the brand equity concept during the 1990s, the development of advanced financial brand valuation methods and their adoption by advisors and their clients, and the emergence of better brand tracking tools have all facilitated the elevation of the branding discipline beyond middle management and into the boardroom.