Cid, Allan; Blanchet, Pierre; Robichaud, François; … - In: Businesses 3 (2023) 3, pp. 424-440
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. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to …
