12 October 2006

Managing the Value of Your Brand

Companies that seek to enhance their brand value must first understand where it comes from

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Many companies seek to enhance their brand value. But before they do that, they must first ask: Where does that value come from? The answer isn't as simple as you might think.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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