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MKT 678 - Brand Management

This guide was developed for MKT 678 students to help identify Shapiro Library resources for use in their course assignments and project.

Welcome to the MKT 678 Guide!

Your one-stop library resource for scholarly and non-scholarly books and ebooks, databases and journals, web resources, research tips and tools, career information, and more on brand management or related topics! On this guide you'll also find information on library services, tools, and other web resources to help you write your papers, do your presentations, cite your sources, and more.

Use the blue buttons on the left to navigate through the guide and find what you need. Ask a librarian ( if you need additional assistance!

Top Ten Benefits of Building Strong Brands

  1. Increased revenues and market share

  2. Decreased price sensitivity

  3. Increased customer loyalty

  4. Additional leverage with vendors and retailers (for manufacturers)

  5. Increased profitability

  6. Increased stock price, shareholder value and sale value

  7. Increased clarity of vision

  8. Increased ability to mobilize an organization's people and focus its activities

  9. Increased ability to expand into new product and service categories

  10. Increased ability to attract and retain high quality employees

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