Ditemukan 1 dokumen yang sesuai dengan query
Abraham Setiyono
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Nowadays, in a very competitive market, a brand would be very important because product attributes are relatively easy to be imitated. Therefore, a company must control their intangible assets, such as brand equity. Brand Equity is the assets and liabilities, linked to a brand's name and symbol that adds to the value provided by a product or service to a firm and that firm's costumer. The major asset categories are: brand awareness, brand perceived quality, ...
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Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2008
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