Abstract
Developing a brand and its brand value (brand equity) constitutes a classical challenge in today’s consumer goods and services industry one can define this as the independent discipline of brand management. Also, in the case of complex selling conditions, such as the ancillary industry this topic is dealt with.
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Wedekind, E. (2004). Building the Global Brand Volvo CE in the Construction Equipment Industry: More Care Built in. In: Gardini, M.A., Dahlhoff, H.D. (eds) Management internationaler Dienstleistungen. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-10714-9_16
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DOI: https://doi.org/10.1007/978-3-663-10714-9_16
Publisher Name: Gabler Verlag, Wiesbaden
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