Critical factors for developing brand equity: an empirical investigation in Malaysia

• Main Authors: Silva, Suranga, Nikhashemi, Seyed Rajab, Haque, A. K. M. Ahasanul, Yasmin, Farzana, Khatibi, Ali
• 格式: Article
• 语言: English
• 出版: International Organization of Scientific Research (IOSR) 2012
• 主题: HF5001 Business. Business Administration
• 在线阅读: http://irep.iium.edu.my/26457/1/Critical_Factors_for_Developing_Brand_Equity_An_Empirical_Investigation_In_Malaysia.pdf; http://irep.iium.edu.my/26457/; http://iosrjournals.org/iosr-jbm/pages/v1i4.html

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...