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The importance of knowledge management in the process of brand equity [Elektronski vir]
Vukasovič, Tina
The potential to provide customers with information about experience and credence qualities in advance of purchase has resulted in widespread recognition of the significance of brands in relation to ...consumer choice. The paperʹs contribution is to present the importance of knowledge management in the process of creating brand equity in selected companies. A strong and trusted brand provides the company with competitive advantage and in order to achieve it, employee knowledge is required.
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