The main aim of that work is to describe some of the recent direction of evolution of the management categories related to the measuring of the performances of brand in terms of three main strategic variables as brand equity, customer equity and brand-customer loyalty. Infact, one of the most...

Even before the global crisis, the Italian economy was in difficulties internationally, but slow growth and a declining share of world trade were accompanied by a perceptible process of manufacturing transformation. This paper, using data from the Bank of Italy�s survey of manufacturers,...