Understanding Brands

Understanding Brands (2008) Harvard Business School Note, (Anat Keinan and Jill Avery)

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.

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