This chapter examines three key issues in developing and establishing strong brand relationships with its customers … implications for the enhancement of brand equity. The second key issue addresses how a brand may be able to create a meaningful … personal connection with its customers in order to create and establish brand attachment. Here, three different brand …

-- Strategic Brand Coordination -- Markenmanagement, Marketing und Vertrieb -- Herausgeberverzeichnis -- Autorenverzeichnis. …