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Measuring the Value of Corporate and Brand Logos

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AUTHOR(S):

Alvin H. Schechter, Chairman and CEO, The Schechter Group

 

It is a common assumption that logos can positively affect consumer perceptions of a company and its products. Alvin Schechter’s contribution, presented with numerous examples and a detailed analysis, lies in developing a research methodology that transla

 

PUBLISHED: 1993

 

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