Energy Versus Relevance in a Comparative Brand Equity Context : Implications for Brand Portfolio Management

The paper attempts to align brand portfolio management with the concepts of energy and relevance in brand management based on a comparative analysis of three brand equity models. Despite the extreme focus on brand relevance during the last years, it is argued that brand energy might be an even more crucial concept for long-term brand survival

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Year of publication:	2015
Authors:	Uggla, Henrik
Publisher:	[2015]: [S.l.] : SSRN
Subject:	Markenführung \| Brand management \| Markenimage \| Brand image \| Portfolio-Management \| Portfolio selection
Description of contents:	Abstract [papers.ssrn.com]

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Extent:	1 Online-Ressource
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: The IUP Journal of Brand Management, Vol. XI, No. 4, December 2014, pp. 29-39 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments August 3, 2015 erstellt Volltext nicht verfügbar
Source:	ECONIS - Online Catalogue of the ZBW

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