From brand vision to brand evaluation : strategically building and sustaining brands

Abstract

A balanced perspective on brands The diverse interpretations of 'brand' A strategic process for building integrated brands Brand visioning The importance of organizational culture on brands Setting brand objectives Auditing the brandsphere Synthesising the nature of a brand Implementing and resourcing brands Brand evaluation.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 189 citations exist upstream.