June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Summary
A brand is a name, term, sign, symbol, design, or some combination of these elements that is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. The ultimate purpose of the brand is to create, for consumers, the company, and its collaborators, value that goes beyond the value created by the product and service aspects of the offering.
Brands are valuable intangible assets that offer a number of benefits to customers and firms and that need to be managed carefully.
The value created by a brand is captured by two key concepts: brand equity and brand power. Brand equity reflects the premium that is placed on a company’s valuation because of its ownership of ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.