Brand and Category: A Complex Relationship

Michele Fioroni and Garry Titterton

Chapter Chapter 13 in Brand Storming, 2009, pp 122-129 from Palgrave Macmillan

Abstract: Abstract The relationship between a brand and the category it belongs to is a particularly critical and complex factor.

Keywords: Line Extension; Probiotic Yogurt; Traditional Business Model; Proprietary Standard; Hotel Type (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_13

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DOI: 10.1007/978-0-230-23351-5_13

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