STRATEGIC BRAND MANAGEMENT: BUILDING, MEASURING, AND MANAGING BRAND EQUITY, 5TH GLOBAL EDITION IAS132 Tom Stoppard's reputation as a

Tom Stoppard's reputation as a playwright was made when his dazzling debut

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STRATEGIC BRAND MANAGEMENT: BUILDING, MEASURING, AND MANAGING BRAND EQUITY, 5TH GLOBAL EDITION IAS132 Tom Stoppard's reputation as aCreate profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over