Brand custodianship: - A new primer for senior managers
|Year of publication:||
|Authors:||Capon, Noel; Berthon, Pierre; Hulbert, James M.; Pitt, Leyland F.|
European management journal : publ. twice a year for the Scottish Business School. - Oxford [u.a.] : Pergamon, Elsevier Science, ISSN 0263-2373, ZDB-ID 8594971. - Vol. 19.2001, 3, p. 215-227
Capon, Noel, (2001)
Berthon, Pierre, (1999)
BRANDING - Viewing Brands in Multiple Dimensions - The concept of a "brand manifold" helps managers understand that a brand's impact varies according to who is valuing it, in what context and at what time.
Berthon, Pierre, (2007)
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