Why do brands matter?

Jerry W. Thomas

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

What is a brand, and why do brands matter? What is brand equity or a brand franchise? And how do you measure and manage brand equity to maximise profits over the long term? Let's first explore the notion of a brand and speculate about its origins.

The...

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