BRAND EQUITY: CAPITALIZING ON INTELLECTUAL CAPITAL

by Chiranjeev Kohli, Lance Leuthesser et al.Issue: March / April 2001

For the year 2000, Coca-Cola once again appeared at the top of Interbrand’s list of the World’s Most Valuable Brands,……

HARNESSING THE POWER OF INTELLECTUAL PROPERTY

by David AylenIssue: March / April 2001

“I don’t think necessity is the mother of invention. Invention, in my opinion, arises directly from idleness, possibly……

INSURING THE BRAND

by Julian JamesIssue: March / April 2001

Brands have always had value, but now more than ever, businesses are recognizing the impact of brands and other intangible……

MANAGING IN THE NEW ECONOMY: EVOLUTION OR REVOLUTION?

by John S. McCallumIssue: March / April 2001

What constitutes proper management practice has been—and always will be—a work in progress. Until now, that practice……