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Research papers

The gap

As environments have become more competitive, so the nature of brands has changed. To appreciate this, depth interviews were conducted with twenty leading edge brand consultants. Brands have evolved beyond their earlier role of differentiating and...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Leslie de Chernatony, Francesca Dall'Olmo Riley
June 15, 1996
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Citation

de Chernatony and Dall'Olmo Riley (1996a, June 15). The gap. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-gap