TITLE

The brand is the core

AUTHOR(S)
Cato, Mac
PUB. DATE
December 2002
SOURCE
Brand Strategy;Dec2002, Issue 166, p31
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the disciplines of brand strategy and innovation in business modelling. Benefits of combining the disciplines together with total brand domain stewardship; Determinants of brand equity; Sources of brand differentiation.
ACCESSION #
8718231

 

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