Brand champions of tomorrow

Don Sexton

Six papers by graduate students, introduced by their supervisors. All are on various aspects of branding.

Brand equity & strength
Brand valuation
Brand management
Accountability, C-Suite relations
Brand-funded entertainment
United States
Strategy

Brand Champions of Tommorrow (See Figure 1)

Don SextonColumbia Business School (See Figure 2)

Anna Forsythe has written an article that very clearly and very comprehensively describes the issues concerning branding in the pharmaceutical industry. As she recounts,...

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