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Aspiring to be at the forefront of conversations regarding brand management, this ebook responds to a call by Veloutsou and Guzman (2017) to address brand-changing phenomena. In particular, this ebook contributes to the evolution of brand management by attempting to capture the current state of reality in terms of brand measurement. The next section provides an overview of measurement issues faced by marketers. We then introduce the current state of brand measurement and scaling represented by the articles in this ebook.
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