個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Perspectives on Brand Equity
內容大綱
This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including those of Millward Brown, Young & Rubicam, David Aaker, and Bill Moran, and Interbrand.