TOOL KIT - See Your Brands Through Your Customers' Eyes - Your brands don't exist in isolation; they're influenced by those of many other companies. But conventional brand maps ignore the complex relationships among brands, giving a distorted view of the marketplace. Here's a new approach that will change the way you look at your brands.
| Year of publication: |
2001
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| Authors: | Lederer, Chris ; Hill, Sam |
| Published in: |
Harvard business review : HBR. - Boston, Mass : Harvard Business School Publ. Corp, ISSN 0017-8012, ZDB-ID 23826. - Vol. 79.2001, 6, p. 125-134
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