Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

Original language	English
Title of host publication	Advances in Consumer Research, 31, 656-661 2004
Publication status	Published - 2004

Brand architecture, brand portfolios: Managing more than one brand
Schweiger, G. (PI - Project head) & Strebinger, A. (researchers )
1/01/00 → 1/01/06
Project: Research funding

Projects