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Future earnings stream - PowerPoint PPT Presentation

MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE

MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE. Zeenat Jabbar. Measuring Brand Equity. Multi-dimensional concept Many different measures required The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity.

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946 views • 14 slides

Entrepreneurship

Entrepreneurship . Chapter 14 Franchising, Licensing, and Harvesting: Cashing in Your Brand. Sell Sell to others Merge Maintain Close Cease Operations Bankrupt. Grow Internal growth Acquire other companies License your brand Franchise. What do You Want from Your Business?.

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304 views • 13 slides

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Future earnings stream - PowerPoint PPT Presentation

MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE

Entrepreneurship