GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS
The present work-paper was written in order to provide an overview of the intangible values that actively contribute to brand capital formation within the nation branding process; through this article, the author tried to emphasize the differences existent between brand capital and brand equity with...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universităţii "Constantin Brâncoveanu"
2014-11-01
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| Series: | Strategii Manageriale |
| Subjects: | |
| Online Access: | http://www.strategiimanageriale.ro/papers/140485.pdf |