In: Measuring Business Excellence 13 (2009) 4, pp. 58-68
Purpose – This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering … BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating … brand attributes, and underlining brand dynamics in the competitive marketplace. Findings – The study argues that the …