- Producers: BBC
- Format: NTSC
- Studio: FFH
- ASIN: B002BUVQG4
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This program discusses brand equity as a complex, multidimensional attribute which can be transformed either deliberately or accidentally. Material includes managing the extension of the brand; how to balance company, line, and product brands; and the future of multi-positioned, multi-leveraged brand structures. Case studies include Club Med, American Express, 3M audio and video products, and others. Approx. 19 minutes.
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