TY - JOUR
AU - Docters, Robert G.
AB - Based on the evidence, brand must be one of the biggest guns in the corporate arsenal and thus worthy of significant investment. After all, consumer product companies regularly spend hundreds of millions of dollars to support brands Wall Street values leading Internet businesses at enormous multiples simply because of their online brand strength and CEOs surveyed by Ernst & Young judge brand to be among the most important keys to their companies' future success.
TI - Brand Strategies
JF - Journal of Business Strategy
DO - 10.1108/eb040012
DA - 1999-04-01
UR - https://www.deepdyve.com/lp/emerald-publishing/brand-strategies-te0za3IAAZ
SP - 9
EP - 14
VL - 20
IS - 4
DP - DeepDyve
ER -