Model relationships are serious simply because they could improve corporation profitability by way of reducing purchaser acquisition and retention expenses. this can be the 1st severe educational ebook to provide a mental standpoint at the that means of and foundation for model relationships, in addition to their results. "The instruction manual of name Relationships" contains chapters via famous advertising and psychology students on themes regarding the which means, value, and size of name relationships; the severe connections among shoppers and the logo; how model relationships are shaped via either considerate and non-thoughtful strategies; and the way they're outfitted, repaired, and leveraged via model extensions. An integrative framework introduces the publication and summarizes the chapters' key principles. The guide additionally identifies numerous novel metrics for measuring numerous features of brand name relationships, and it comprises innovations for additional study.

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