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Brand Equity
SUBJECT : Product and Brand Management
AUTHOR : KSOU
PUBLISHED ON : 22/04/14
NUMBER OF PAGES : ( 14 Pages)
PRICE : Rs 10.5

It was reported that a spokes person of Philip Morris company which owns Marlboro brand said "I would sell my fixed assets at $ 30 million but I would not sell Marlboro name for $ 300 million. The notion that brand name has a direct financial worth has given rise to the concept of brand equity.


 
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