Leap of Faith: Branding and ROI

Article

Pharmaceutical Executive

October 1, 2001

Pharmaceutical Executive

Pharmaceutical Executive-10-01-2001

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Leap of Faith: Branding and ROI

Not only did Shakespeare know a great deal about human nature, he knew something about brand equity: a name has value. Four hundred years later, marketers grapple to understand the association between brands and profitability.

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Leap of Faith: Branding and ROI

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