Formulating brand strategy

Leslie De Chernatony

European Management Journal, 1991, vol. 9, issue 2, 194-200

Abstract: Whilst brand strategy has high priority in most companies, there is often confusion by managers over what brands are and what they represent. Leslie de Chernatony classifies different types of brands with a matrix he has developed. This allows managers to decide how to allocate their resources best in this field and improve their brand strategy.

Date: 1991
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