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Entries in brand equity model (2)


Why the CMO has to go

The life expectancy of a CMO has reached an all time high of 3.5 years (nearly double what is was five years ago) but it seems the rift between CEOs and their CMOs has never been greater. 

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Customer-based brand equity

A practical model for developing international brands

You want to build your brand’s equity. But a quick survey of the models for doing so reveal a plethora of options.

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