TY  - JOUR
AB  - Once strictly the purview of the marketing department, savvy organizations now see the value in using brand as a focal point for their overall business strategies. Many are using it as a guidepost for internal actions and interactions with customers and other key stakeholders. C‐level executives, led by the chief executive as brand champion, keep a keen eye on how their actions impact on brand equity, which in turn has an effect on the overall value of the business.
VL  - 5
IS  - 1
SN  - 1077-5730
DO  - 10.1108/10775730410494189
UR  - https://doi.org/10.1108/10775730410494189
AU  - Leiser Michael
PY  - 2004
Y1  - 2004/01/01
TI  - Understanding brand’s value: advancing brand equity tracking to brand equity management
T2  - Handbook of Business Strategy
PB  - Emerald Group Publishing Limited
SP  - 216
EP  - 222
Y2  - 2024/04/19
ER  -