Brand meaning management

• Other Authors: MacInnis, Deborah J., Park, C. Whan.
• Format: eBook
• Language: English
• Published: Bingley, U.K. : Emerald, 2015.
• Series: Review of marketing research, v. 12
• Subjects: Brand name products.; elektronické knihy; electronic books
• ISBN: 9781784419318
• Physical Description: 1 online zdroj (xxxii, 291 p.) : ill.

Establishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand attachment. Yet, managing this meaning over time is complex. Not...