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Name: Brand Strength : Building and Testing Models Based on Experiential Information.
Author: Walser, Martin G.
ISBN: 978-3-8244-7959-7

Brand Strength : Building and Testing Models Based on Experiential Information. ブランドの強さ

・ISBN 978-3-8244-7959-7 Brosch.

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著者・編者	Walser, Martin G.,
出版社	(Deutscher Univ.-Vlg., GW)
出版年月	2004
ページ数	XV, 309 S.
言語	GER
ニュース番号	＜510-514＞

解説

Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.