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Title: Mr.

Essay Details

Subject: Business
Author:
Date: November 12, 2015
Level: University
Grade: B
Length: 21 / 6279
No of views: 0
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Essay text:

Brands that create shareholder value have to meet four requirements: (1) a strong consumer proposition, (2) be effectively integrated with the Z rm's other value-creating assets, (3) be positioned in a sufZ ciently attractive market and (4) be managed in order to maximize the value of the brand's long-term cash ? ow...

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This paper shows that, when managers attend to all four determinants, they can enhance brand values and develop more effective marketing strategies. KEYWORDS: Brands; shareholder value analysis; marketing; strategy INTRODUCTION In recent years many of the companies most renowned for their branding and marketing skills have been seen to stumble on the stock market...

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