Kratzer, Thomas; Ferdinand, Hans-Michael; Kramer, Irene; … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2018) 6, pp. 13-21
This article examines the archetypal brand positioning in the deodorant industry for men in Germany. It is based on the hypotheses that brand positioning follows archetypal principles and that the brands address either very similar or very different archetypes. A new positioning model is...