TY  - BOOK
AU  - Keller, K.|Jackson, M.
TI  - Harvard business review on marketing
SN  - 978-1-57851-804-3
AV  - HF 5415 .K64 2001 
PY  - 2001///
CY  - Boston
PB  - Harvard Business School Press
KW  - Marketing|Office Management|Costs and Cost Analysis|Advertisements
N1  - Explains the importance and value of building and managing proper brands. Presents some of the characteristics of strong brands which include delivering the benefits customers through desire, pricing, marketing strategy and consistency. Looks at the management considerations when branding and emphasises on support and sustainability of the product. Stresses the importance of grading a brand according to how well it addresses different dimensions
ER  -