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Research papers

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Leslie de Chernatony, Roger Took
June 15, 1994
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Citation

de Chernatony and Took (1994a, June 15). Team based brand building. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/team-based-brand-building