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Making Symbols Make Money: Managing Brands as Strategic Assets

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Eric Almquist, Director, Mercer Management Consulting; Ian Turvill, Associate, Mercer Management Consulting; Ken Roberts, Chairman and CEO, Lippincott and Margulies


Because many of the most valuable aspects of branding are intangible, managing this asset poses unique challenges. Eric Almquist, Ian Turvill, and Ken Roberts propose a framework for determining what a brand is worth, what elements provide this value, and




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