Abstract
With the realization that brands are one of the most valuable intangible assets that firms have, branding has emerged as a top management priority. Brands offer a number of benefits to both firms and consumers. Branding is all about creating differentiation in the...
Cite
CITATION STYLE
APA
Keller, K. L. (2016). Brand. In The Palgrave Encyclopedia of Strategic Management (pp. 1–5). Palgrave Macmillan UK. https://doi.org/10.1057/978-1-349-94848-2_711-1
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