Examines branding strategies in the light of the debate about whether brands should be included on balance sheets. Discusses the factors involved in the creation of successful brands and how brands work. Concludes that there are four levers for developing successful brands: quality, service,...

Outlines the technique of nonmetric multidimensional scaling, revealing its uses and limitations in the field of market research. Presents various study results of consumer perceptions of convenience foods and of weekly newspapers in order to illustrate this. Suggests that nonmetric...