TY  - ADVS
AU  - Jackson,Jeanne
TI  - Stanford video: building retail brands to drive value 
PY  - 2002///
CY  - Mill Valley, CA
PB  - Kantola Production
KW  - Marketing and Sales
KW  - Retail
N1  - 1 x DVD; How brand value generates cash and drives up market cap. When you should execute first and advertise later. Why it's not just the marketing department that worries about brands anymore
N2  - Successful brands adapt to the changing needs of their customers. They grow from their base of brand-loyal return buyers who support price premiums and healthy profit margins. By investing this additional cash in further brand building, they create a "virtuous circle" that carries them through inevitable downturns. A strong brand guides overall strategy and acts as an ambassador for entering new markets and launching new products that will succeed as long as they continue to build on core brand values
ER  -