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- Title
Views from Across the Bridge: Industry Perspectives on Brand Equity Management.
- Authors
Rao, Akshay R.
- Abstract
Information about several papers discussed at a consumer research session entitled "Views from Across the Bridge: Industry Perspectives on Brand Equity Management" is presented. The papers included "A Rose By Another Name: The Transformation of IDS into American Express Financial Advisors," by Peter Lefferts; "Is it a bird, is it a plane... ? Measurement Issues in Brand Equity Research," by Vivian Milroy; "What's in a Nom: Managing Global Brand Families at 3M," by Douglas Rowen; and "Dough in the doughboy: Leveraging Equity in Visual Symbols at Pillsbury-Grand Metropolitan," by Steve Zuber.
- Subjects
CONSUMER research; BRAND equity; INVESTMENT advisors; 3M Co.; BRAND evaluation; PILLSBURY Co.; CONFERENCES &; conventions
- Publication
Advances in Consumer Research, 1996, Vol 23, Issue 1, p12
- ISSN
0098-9258
- Publication type
Proceeding