Commitment 7: Build a Clear Brand Design Architecture

Yasushi Kusume and Neil Gridley

Chapter 7 in Brand Romance, 2013, pp 95-111 from Palgrave Macmillan

Abstract: Abstract When your old printer is broken and you need to buy a new one, what do you do? We imagine that, like most people, you simply think about the few brands you associate with printers – such as HP, Epson and Canon – and visit their home pages to start searching for the new one?

Keywords: Exchange Rate Volatility; Brand Manager; Domain Circle; Brand Experience; Market Category (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36901-7_8

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DOI: 10.1057/9781137369017_8

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