Author： Herbig Paul Milewicz John
Publisher： Emerald Group Publishing Ltd
ISSN： 0968-4905
Source： Pricing Strategy and Practice, Vol.5, Iss.1, 1997-01, pp. : 25-29
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Abstract
Addresses the following issues: What is the importance of a firm's reputation to the success or failure of its brands? What is the effect on the firm's brands when a firm's reputation, either through acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Can a brand's reputation be transferred successfully to other products?
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