Strategic brand management /
A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behavior. Strategic Brand Management is the only textbook to go beyond the standard branding models to fully explore this perception and consider bran...
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| Main Authors: | , , |
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| Format: | Specialized reference book |
| Language: | English |
| Published: |
UK :
Oxford University,
2018.
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| Edition: | 4th edition. |
| Subjects: | |
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