Brand management: brand dynamic: building the most valuable asset in business
Businesses all over the world are recognising the phenomenal value of brand as a driver for profitability. A strong competitive brand differentiates a company from its rivals, attracts attention, represents quality, generates confidence and gains consumers’ loyalty. As a complex mixture of...
Saved in:
Main Authors: | , |
---|---|
Format: | Book Section |
Language: | English |
Published: |
Penerbit UTM Press
2009
|
Subjects: | |
Online Access: | http://eprints.utm.my/id/eprint/14447/1/FauziahShaikAhmad2009_BrandManagementBrandDynamicBuilding.pdf http://eprints.utm.my/id/eprint/14447/ |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.utm.14447 |
---|---|
record_format |
eprints |
spelling |
my.utm.144472017-08-09T08:41:45Z http://eprints.utm.my/id/eprint/14447/ Brand management: brand dynamic: building the most valuable asset in business Shaik Ahmad, Fauziah Baharun, Rohaizat HD28 Management. Industrial Management Businesses all over the world are recognising the phenomenal value of brand as a driver for profitability. A strong competitive brand differentiates a company from its rivals, attracts attention, represents quality, generates confidence and gains consumers’ loyalty. As a complex mixture of both tangible and intangible attributes, brand involves every touch points between the marketer and consumers allowing the development of relationships pertinent for long term profitability and sustainability of a business. Significant literature reviews in marketing have substantiated that branding management have become a very important strategy to transform transactional marketing into relationship marketing and ordinary companies to be successful companies (Aaker, 1996; Keller, 2003; Gregory, 2004). Penerbit UTM Press 2009 Book Section PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/14447/1/FauziahShaikAhmad2009_BrandManagementBrandDynamicBuilding.pdf Shaik Ahmad, Fauziah and Baharun, Rohaizat (2009) Brand management: brand dynamic: building the most valuable asset in business. In: The Essentials of Marketing Principles. Penerbit UTM Press, Skudai, Johor, pp. 137-163. ISBN 978-983-52-0718-1 |
institution |
Universiti Teknologi Malaysia |
building |
UTM Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Malaysia |
content_source |
UTM Institutional Repository |
url_provider |
http://eprints.utm.my/ |
language |
English |
topic |
HD28 Management. Industrial Management |
spellingShingle |
HD28 Management. Industrial Management Shaik Ahmad, Fauziah Baharun, Rohaizat Brand management: brand dynamic: building the most valuable asset in business |
description |
Businesses all over the world are recognising the phenomenal value
of brand as a driver for profitability. A strong competitive brand
differentiates a company from its rivals, attracts attention, represents
quality, generates confidence and gains consumers’ loyalty. As a
complex mixture of both tangible and intangible attributes, brand
involves every touch points between the marketer and consumers
allowing the development of relationships pertinent for long term
profitability and sustainability of a business. Significant literature
reviews in marketing have substantiated that branding management
have become a very important strategy to transform transactional
marketing into relationship marketing and ordinary companies to be
successful companies (Aaker, 1996; Keller, 2003; Gregory, 2004). |
format |
Book Section |
author |
Shaik Ahmad, Fauziah Baharun, Rohaizat |
author_facet |
Shaik Ahmad, Fauziah Baharun, Rohaizat |
author_sort |
Shaik Ahmad, Fauziah |
title |
Brand management: brand dynamic: building the most valuable asset in business |
title_short |
Brand management: brand dynamic: building the most valuable asset in business |
title_full |
Brand management: brand dynamic: building the most valuable asset in business |
title_fullStr |
Brand management: brand dynamic: building the most valuable asset in business |
title_full_unstemmed |
Brand management: brand dynamic: building the most valuable asset in business |
title_sort |
brand management: brand dynamic: building the most valuable asset in business |
publisher |
Penerbit UTM Press |
publishDate |
2009 |
url |
http://eprints.utm.my/id/eprint/14447/1/FauziahShaikAhmad2009_BrandManagementBrandDynamicBuilding.pdf http://eprints.utm.my/id/eprint/14447/ |
_version_ |
1643646397038198784 |
score |
13.18916 |