新時代品牌管理講座(英文版)(專業(yè)版)
【正文】 Managing Brands in Challenging Times Dr. Royce Yuen Visiting Associate Professor, HKU Chairman, Ogilvy Hong Kong Chairman, HK4As Value of Brand is widely recognized ? In mid2023, the stock market value of CocaCola was US$ 136 billion ? Yet the book value was only US$ billion ? Estimated value of CocaCola brand name was US$ 70 billion, well over half of its intangible value Yet building brand has never been more challenging ! Two Major Factors Two Major Factors Ordinary people can spread good and bad information about brands faster than
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