Brand risk intelligence - new brand development drivers in a satiated consumer marketplace.
(2008)
Presentation / Conference Contribution
Hamann, D., Williams, J., & Omar, M. (2008, July). Brand risk intelligence - new brand development drivers in a satiated consumer marketplace. Paper presented at Academy of Marketing, Annual Conference, Reflective Marketing in a Material World
In a globally competitive business environment the value of a strong brand in the consumer high-technology marketplace is well documented, as is a progressively satiated marketplace where consumers may have all they “need”. The difficulty in mainta... Read More about Brand risk intelligence - new brand development drivers in a satiated consumer marketplace..