An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa
Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary bra...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2003-12-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/689 |