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May 1, 2002Journal of Medical Marketing Device Diagnostic and Pharmaceutical Marketing

Building brand equity

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Abstract

This paper will consider four questions of branding:What is a brand?What is it that brands do for us; what is the power of brands?What is the brand equity concept?What is a model for thinking about building strong brands in one's own organisation?

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Cite This Study

M C Campbell (2002) studied this question.

synapsesocial.com/papers/6a20ccd6eb80e32cbddfa1f5 https://doi.org/10.1057/palgrave.jmm.5040078

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