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Brands: Visions and Values (Society of Investment Professions)


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 | #4287860 in eBooks |  2009-05-18 |  2009-05-18 | File type: PDF

|| |"…this book belongs on the shelves of every image-dependent organisation…Your reward at the end…the ultimate story of successful media hype…" (Accounting Technician, March 2003)|From the Inside Flap

A multifaceted perspective on building and managing brand value
Brand identity has never been as crucial to company survival as it is in today's customer-centered new economy. As much as sixty percent of a company's market capitalization is tied up in its brand name. Yet, according to a recent survey of finance directors at leading firms in the United States and abroad, fewer than thirty percent of those surveyed believed that brands were their organization's most ...

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