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Should Lilypad's hotels be marketed under the corporate brand or their own brands?
Keller, Kevin Lane - In: Harvard business review : HBR 86 (2008) 2, pp. 56
Persistent link: https://www.econbiz.de/10003623088
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MANAGER'S TOOL KIT - The Brand Report Card - Most managers can identify only a few areas in which their brands excel or may need help. Here's a systematic way to assess your brand as a whole
Keller, Kevin Lane - In: Harvard business review : HBR 78 (2000) 1, pp. 147-158
Persistent link: https://www.econbiz.de/10005962032
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Three Questions You Need to Ask About Your Brand - A brand has to do more than just stand out. It has to fit in, too. A product's similarities to the competition are more important to consumers than many brand managers realize.
Keller, Kevin Lane; Sternthal, Brian; Tybout, Alice - In: Harvard business review : HBR (2002), pp. 80-87
Persistent link: https://www.econbiz.de/10005940351
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SHOULD YOU- TAKE YOUR BRAND TO WHERE THE ACTION IS?
Aaker, David A. - In: Harvard business review : HBR 75 (1997) 5, pp. 135-145
Persistent link: https://www.econbiz.de/10005982102
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BUILDING BRANDS WITHOUT MASS MEDIA
Joachimsthaler, Erich; Aaker, David A. - In: Harvard business review : HBR 75 (1997) 1, pp. 39-52
Persistent link: https://www.econbiz.de/10005986940
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Corporate responses to consumerism pressures
Aaker, David A.; Day, George S. - In: Harvard business review : HBR 50 (1972) 6, pp. 114-124
Persistent link: https://www.econbiz.de/10001784512