Deconstructing brand equity. Making it relevant outside marketing (and relevant at a global/local level)

J. Christian Gammill, Robert B. Love Jr. and Robert Harlow

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.

Deconstructing Brand Equity

Making it relevant outside marketing (and relevant at a global/local level)

Robert HarlowCorporate Marketing Consulting & Custom Research. IBM Corporation, United States

Robert B. Love Jr.Maya Group, United States

J. Christian...

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