Brand Management

CT Score

1500

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MKT 5010With dwindling product differences, branding has become an important managerial tool for developing competitive advantage. A brand name, and its associated brand equity, is one of the most valuable assets any firm has. Although brand management has been in vogue among select consumer product companies for the last 40 to 50 years, service firms and B2B firms have discovered its usefulness only recently. Moreover, management education has not always paid sufficient attention to managing br→MKT 5530X→unlocks 0 courses

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