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 most important corporate activities. As Lynn Upshaw and Earl Taylor argue persuasively in The Masterbrand Mandate(2000), the rise of companies that are actively managed as coherent and powerful brands is an effective response to the challenges of competing in a global economy particularly one recently shaken by world events. The recent bursting of the dot.com bubble and the...

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