Looking forward, looking back : developing a narrative of the past, present and future of a brand
Year of publication: |
2023
|
---|---|
Authors: | Keller, Kevin Lane |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 1, p. 1-8
|
Subject: | Brand heritage | Brand narrative | Brand positioning | Brand purpose | Brand strategy | Brand values | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
-
Don't tell me stories : the narratives of retirement and their relation with brand associations
Hajdas, Monika, (2022)
-
Exploring brand purpose dimensions for non-profit organizations
Mirzaei, Abas, (2021)
-
Brand purpose and ‘woke’ branding campaigns
McColl, Julie, (2021)
- More ...
-
Understanding and responding to new forms of competition
Keller, Kevin Lane, (2019)
-
Strategic brand management : building, measuring and managing brand equity
Keller, Kevin Lane, (1998)
-
A roadmap for branding industrial markets
Keller, Kevin Lane, (2004)
- More ...