TITLE

Misaligned values

AUTHOR(S)
de Chernatony, Leslie
PUB. DATE
September 2002
SOURCE
Brand Strategy;Sep2002, Issue 163, p31
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses options for companies that want to improve their brand performance. Factors affecting the value of a brand; Importance of alignment between the elements of brand value; Problems posed by similarities in brand values of competing companies; Values inherent in the vision; Values of individual employees; Values inherent in the company; Values inherent in the brand.
ACCESSION #
7452443

 

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