Critical factors for developing brand equity: an empirical investigation in Malaysia
The power of branding is most often powerful than the product itself. Renowned brands like Procter and Gamble paid Richardson-Vicks 2.6 times of its book value. Nabisco was sold for 3.2 times of its book value and General Motors was sold for 3.5 times its book value. Whilst these corporations succee...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Organization of Scientific Research (IOSR)
2012
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/26457/ http://irep.iium.edu.my/26457/ http://irep.iium.edu.my/26457/1/Critical_Factors_for_Developing_Brand_Equity_An_Empirical_Investigation_In_Malaysia.pdf |