Rethinking brand architecture : a study on industry, company- and product-level drivers of branding strategy
Andreas Strebinger
| Year of publication: |
2014
|
|---|---|
| Authors: | Strebinger, Andreas |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 48.2014, 9/10, p. 1782-1804
|
| Subject: | Fit | Branding strategy | Brand architecture | Brand structure | Brand portfolio | Brand proliferation | Brand philosophy | Marketing synergies | Strategic brand concepts | Management inertia | Markenführung | Brand management | Markenartikel | Brand | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010429761