Name Recognition: A Key Brand Equity Indicator

During the past 12 months I have devoted three columns entirely to the number-one competitive strategy--branding. (See, "Why Brand Is Grand" July/August 1997, page 44; "Valuing Brand Identity" September/October 1997, page 98; and "Branding Is Hot" July/August 1998, page 62.)

As continuing professional educators and as managers, we now need to respond to the fact that competition of all stripes is proliferating. At the same time, education dollars and time appear to be at a premium. En

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