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ArticleDesigning and implementing brand architecture strategies

Kevin Lane Keller2014

Article2014

Designing and implementing brand architecture strategies

Kevin Lane Keller

71 citations·0/0 files stored·Journal of Brand Management

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

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References

1992The Effects of Sequential Introduction of Brand Extensions 2006Drivers of Brand Extension Success 2012More than Fit: Brand Extension Authenticity 2008Financial Value of Brands in Mergers and Acquisitions: Is Value in the Eye of the Beholder?2007The theoretical separation of brand equity and brand value: Managerial implications for strategic planning 2006The Emergence of Dominant Designs 2009The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions 2013Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained

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Details

Year2014

Typearticle

Published2014-12-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations71

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1057/bm.2014.38

openalex_workW2067970345

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