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Viewing brands in multiple dimensions
Berthon, Pierre; Holbrook, Morris B.; Hulbert, James M.; … - In: MIT sloan management review 48 (2006/07) 2, pp. 37-43
Persistent link: https://www.econbiz.de/10003429456
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BRANDING - Viewing Brands in Multiple Dimensions - The concept of a "brand manifold" helps managers understand that a brand's impact varies according to who is valuing it, in what...
Berthon, Pierre; Holbrook, Morris B.; Hulbert, James M.; … - In: MIT sloan management review 48 (2007) 2, pp. 37-43
Persistent link: https://www.econbiz.de/10007598538
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Understanding and Managing the Brand Space - A brand can be closely associated with, or independent from, a specific product or service; it can focus on what the product or service...
Berthon, Pierre; Holbrook, Morris B.; Hulbert, James M. - In: MIT sloan management review 44 (2003) 2, pp. 49-54
Persistent link: https://www.econbiz.de/10006258994