A brand with boundless energy

This paper presents a case study illustrating how brand equity research contributes to AT&T's global Brand Asset Management Group's charter of promoting, protecting and profiting from the AT&T brand around the globe.

A Brand With Boundless Energy

How AT&T is managing its global brand for global success

Michael MalinoskiResearch International andRandy ZeeseAT&T Corp.

Introduction

There is no doubting that successful Brand Asset Management is one of today's...