November 2008 (Revised July 2022)
Module Note

Understanding Brands

By: Anat Keinan and Jill Avery

Format:Print
| Language:English
| Pages:8

Abstract

For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.