Desingning and implementing brand architecture strategies
Year of publication: |
2014
|
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Authors: | Keller, Kevin Lane |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 21.2014, 9, p. 702-715
|
Subject: | brand architecture | brand strategies | brand positioning | brand extensions | brand hierarchies | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markentransfer | Brand extension | Markenimage | Brand image |
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