Hasenmaile, Lisa M.; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2016) 5, pp. 67-74
Google have implemented Fluid Branding. The appearance of a logo or the packaging can now be modified and communicated within … an extremely short amount of time. This article evaluates if the concept of Fluid Branding can be used for the … triangle by Esch, the concept Fluid Branding is evaluated. It becomes apparent that Fluid Branding is able to develop and …