CHAPTER 36
1. Adapted from http://en.wikipedia.org/wiki/Rank_Hovis_McDougall
2. Yahoo Finance, accessed on 27 January 2010.
3. Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a Brand Name (New York: The Free Press, 1991).
* This chapter has been contributed by Dr Kanwal Nayan Kapil, Associate Professor, Management Development Institute, Gurgaon.
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