Brand Champions of Tomorrow: Building Media Brands

The author argues that publishers of newspapers and magazines have failed to capitalise on one of their greatest assets - their brand equity; and, as a result, are suffering from the Internet challenge.

Brand Champions of Tomorrow Building media brands

Clyde Bentley, School of Journalism and Communication University of Oregon

The researchers were right: Branding and brand equity have a major impact on how we select goods and services.

Okay, so if the powerhouses...

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