ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1992, this paper reviews research on brand name value from the consumer9s perspective conducted by DDB Needham Worldwide and suggests ways of improving the long-term measurement and management of brand value.
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James C. Crimmins (2000) studied this question.