Cid, Allan; Blanchet, Pierre; Robichaud, François; … - In: Businesses 3 (2023) 3, pp. 424-440
Brands can be one of a company's most valuable intangible assets and a lever to generate value. As a source of added value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides, it is necessary to propose a brand management strategy....
